January 5, 2026 (Calgary, Alberta) — When it comes to Canada's identity, hockey is more than just a game — it is a unifying sport that fosters community, bringing people together on and off the ice. In spring 2025, Hockey Canada evolved its brand purpose to reflect the magnitude of the impact the sport can have on every Canadian.

With a newly articulated mission to enable a world-class hockey ecosystem and culture that inspires greatness in Canadians, the organization embarked on a competitive pitch process to unify and modernize its digital ecosystem. With its integrated offering and deep digital experience, Hockey Canada selected Diamond as Digital Agency of Record.

The official remit has already kicked off, with the team exploring how the vast ecosystem of Hockey Canada properties — including hockeycanada.ca, the Hockey Canada Registry, Hockey Canada Network App, Hockey Canada Learning Lab, and more — can be harnessed into one simplified, modern user experience. The resulting work is expected to come to life in 2026.

"As Diamond has evolved over the years, harnessing deep bench strength and expertise across the multitude of marketing disciplines has been a strategic focus," says Lori Davison, Chief Strategy Officer at Diamond. "Since then we have been putting in the work to build best-in-class digital work and are excited to now bring this firepower to the world of Hockey Canada."

Ultimately, this partnership represents more than a refresh of digital properties. It is the foundation for how Hockey Canada will engage the next generation of fans, players, coaches, and communities — shaping how Canadians experience the sport for years to come.

To learn more about Hockey Canada, visit hockeycanada.ca.