Presented by Adam Sherlip, Executive Director & Founder of The Hockey Foundation at The Hockey Conference in Fredericton, New Brunswick, July 2016.

1. How Hockey Helps
A LOOK AT HOCKEY CHARITIES IN NORTH
AMERICA & THEIR IMPACT ON
COMMUNITIES AROUND THE WORLD
ADAM SHERLIP
FOUNDER & EXECUTIVE DIRECTOR

3. How large is the not-
for-profit hockey
industry?
$1,000,000,000 USD

4. The Real Deal
 Of that number, the National Hockey League has
assets of $461,789,400 USD
 Most hockey “non-profits” in the United States are
leagues, clubs or associations
 Organizations doing actual philanthropy are closer
to $75,000,000 USD
Anchored by USA Hockey Foundation, Hockey Canada
Foundation, Ed Snider Youth Hockey Foundation, NHL
Foundation,

5. A Very Brief Overview/Comparison
Canada
 Clear distinction between “charity” & non-
profit
 Many non-profits are able to be tax exempt
without being charitable
 More stringent regulations for charities, i.e.
must be charitable
 Tax-benefit for donors typically reserved
for charities
United States of America
 Not-for-profit is a broad term that
includes, but is not limited to charities
 A charity and a foundation are forms of
non-profits
 There is a distinction between Public
Charity and Private Foundation
 Foundations are typically financial
contributors
 In the US, “foundation” is not a strictly
regulated term

6. The National Bodies
Hockey Canada
 Hockey Canada Foundation
 Revenue: $5,194,497 CAD
 Expenses: $2,540, 397 CAD
 Source: Canadian Revenue Agency,
2014
 Enrollment: 640K Youth, 107K Adult, 98K
Coach
USA Hockey
 USA Hockey Foundation
 Revenue: $10,900,104 USD
 Expenses $9,696,727 USD
 Source: IRS form 990, 2014
 USA Hockey
 Revenue: $42,087,969 USD
 Expenses: $34,898,367 USD
 Source: USA Hockey Annual Report, 2014-15
 Enrollment: 360K Youth, 175K Adult, 55K
Coach

7. Leagues & Associations

8. Leagues & Associations
93%
2%
1%
1%
1%
1%
0%0%
0% 0% 0%
0%0% 0%
0%
0%
0%
0%
0%
0%
TOTAL ASSETS
NATIONAL HOCKEY LEAGUE
FALMOUTH YOUTH HOCKEY LEAGUE INC
PROFESSIONAL HOCKEY PLAYERS
ASSOCIATION AMERICAN HOCKEY LEAGUE
TRUST
AMERICAN HOCKEY LEAGUE
NATIONAL HOCKEY LEAGUE HEALTH FUND

9. Let’s Remove the 800-lb Gorilla

10. Leagues & Associations
23%
18%
11%
10%
7%
7%
7%
4%
3%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
TOTAL ASSETS
FALMOUTH YOUTH HOCKEY LEAGUE INC
PROFESSIONAL HOCKEY PLAYERS
ASSOCIATION AMERICAN HOCKEY LEAGUE
TRUST
AMERICAN HOCKEY LEAGUE
NATIONAL HOCKEY LEAGUE HEALTH FUND
ROCKY MOUNTAIN ROLLER HOCKEY LEAGUE
INC

11. So what about the teams?

12. NHL Team Foundations
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
$18,000,000
$20,000,000
AnaheimDucks
ArizonaCoyotes
BostonBruins
BuffaloSabres
CarolinaHurricanes
ChicagoBlackhawks
ColoradoAvalanche
ColumbusBlueJackets
DallasStars
DetroitRedWings
EdmontonOilers
FloridaPanthers
LosAngelesKings
MinnesotaWild
MontrealCanadiens
NashvillePredators
NewJerseyDevils
NewYorkIslanders
NewYorkRangers
OttawaSenators
PhiladelphiaFlyers
PittsburghPenguins
SanJoseSharks
StLouisBlues
TampaBayLightning
TorontoMapleLeafs
VancouverCanucks
WashingtonCapitals
WinnipegJets
CalgaryFlames
Revenue Expenses

13. NHL Team Foundations - Comparison
Canadian Teams
 Revenue: $49 Million CAD
 Exepnses: $39 Million CAD
 Standouts:
 Edmonton Oilers
 Winnipeg Jets
American Teams
 Revenue: $34.5 Million
USD
 Standouts:
 Boston Bruins
 Chicago Blackhawks
 Detroit Red Wings
 Los Angeles Kings
 Nashville Predators
 New York Islanders
 Expenses: $36.2 Million
USD
 New York Rangers
 Philadelphia Flyers
 Pittsburgh Penguins
 San Jose Sharks
 Tampa Bay Lightning

14. Snapshot: Grass-roots
Hockey Charities
IN THEIR OWN WORDS…AND PHOTOS

15. Hockey Sans Frontières
Hockey Without Borders
 Mission:
 Hockey Without Borders (HSF) promotes the overall health and growth of children and youth
through sport and physical activity. HSF believes in supporting and enriching the lives of the
volunteers that we connect with partner communities. We encourage their development as
leaders and global citizens.
 Regions of focus: Balkans (Bosnia & Herzegovina, Bulgaria, Serbia, Croatia, Slovenia,
Greece), Turkey, Hungary, Mexico, India
 Founded: 2010
 Crowning Achievement: 6th Year – 60 volunteer coaches without spending any money
 Host clubs take care of room/board, volunteers pay travel
 Challenges: admin work handled by volunteers
 Supported by: HSF alumni coaches
 Re-write History: would ensure coaches were more experienced & grasp the challenges of
travel abroad

16. HSF Team from Montreal with players in Novi Sad, Serbia - 2016
Hockey Sans Frontières
Hockey Without Borders

17. hockey4all
 Mission: Hockey4all aims to give everyone the opportunity to not
only skate and play hockey, but to spread general awareness of the
sport we all love so much.
 Regions of Focus: United States, Chile, Argentina, Falklands, South
Africa, Antarctica
 Crowning Achievement: Donated 50 pieces of gear to youth program
in Punta Arenas, Chile. In South Africa ran an ice skating event for 20
kids affected by AIDS/HIV ice skating - for most of these kids it was
the first time they had seen ice.
 Challenges: Awareness & Fundraising
 Primary Supporters: friends/family, Anaheim Ducks & San Diego Gulls
 Re-write History: “I’d dedicate more time. My ‘normal’ job currently
gets in the way” – Ryan Bahl, Founder & Executive Director
hockey4all
S P R E A D I N G H O C K E Y
A C R O S S T H E W O R L D

18. hockey4all
hockey4all
S P R E A D I N G H O C K E Y
A C R O S S T H E W O R L D
Equipment donation in Punta Arenas, Chile

19. Goalie Guild
 Mission: To benefit underprivileged and under-educated goalies and goalie
coaches through the creation of annual scholarships, free educational resources,
and pro consulting services.
 Founded as for-profit in 2009, converted to non-profit in 2015
 Region of Focus: United States
 Crowning Achievements: Mentored thousands of American goalies through the
publishing of two popular books on goaltending. Established six new annual
goalie scholarships in the winter of 2015.
 Challenges: Awareness & Fundraising
 Primary Supporters: Professional Goalies, Goalie Coaches, Equipment Companies
(all in-kind)
 Re-write History: “I’d study business in college” – Justin Goldman, Founder & ED

20. Goalie Guild
Goaltending Scholarship
Winner with Chelsea Laden
Goalie Coach
Scholarship Winner
with Mitch Korn

21. Ice Hockey in Harlem
 Mission: Ice Hockey in Harlem's mission is to improve the social and academic
well being of children from the Harlem community.
 IHIH offers programming that allows children in the community to take advantage
of the educational and athletic opportunities provided by youth sports.
 Through participation in ice hockey, IHIH student-athletes learn the fundamentals of
the game, engage in an active lifestyle and broaden their life experiences.
 Founded: 1987
 Region of focus: New York City (not just kids in Harlem)
 Statistics: 2014-15: 240 students enrolled, 220 completed, 25% girls, 86% are
children of color, 26% live in public housing, 78 volunteer coaches, 9
graduating HS seniors, 100% of graduating seniors entered college
 Supporters: New York Rangers Alumni, New York City, NHL, “Wall Street” &
NYC law firms

22. Ice Hockey in Harlem
IHIH players skating at Lasker Rink in Central Park, NYC

23. Herb Brooks Foundation
 Mission: The Herb Brooks Foundation is dedicated to providing
more opportunities for kids to play the game of hockey. True to
his words, the Foundation will assist in, "making hockey fun for
kids and letting them learn to love the game the way we did.“
 In keeping with this ideal, the Foundation will support programs
that emphasize the development of youth hockey players and
coaches throughout the country. The Foundation will also assist
in providing more outdoor hockey facilities and programs, which
directly impact the development of youth hockey players.
 Region of focus: predominantly Minnesota

24. Herb Brooks Foundation
Herb Brooks Foundation “Rink Rats” excited to try
hockey

25. Ed Snider Youth Hockey Foundation
 Mission: Using the sport of hockey, the mission of Snider Hockey is to
build lives and unite communities, helping educate young people to
succeed in the game of life. Snider Hockey programs are provided at no
cost and are focused on underserved boys and girls who otherwise would
not have the opportunity to play, with an emphasis on character
development, life skills, fitness, nutrition, and academics.
 Founded: 2005
 Region of Focus: Philadelphia Metro Area
 Statistics: 3000+ enrollment, 74% minority, 78% low-income
 Primary Supporters: Snider Foundation, Flyers Fans, Comcast Spectator,
Philadelphia, NHL

26. Ed Snider Youth Hockey Foundation
Flyers’ Alternate Captain Wayne Simmonds with ESYHF
player

27. Five Hole For Food
 Mission: Five Hole for Food (FHFF) is a national, volunteer-driven, non-profit
organization with a bold, enterprising and entrepreneurial approach aimed at
raising food and awareness for Canadians across the country.
 Region of focus (former): Canada – Coast to Coast
 Founded: 2010; Current Status: On Hold, possible re-definition
 Crowning Achievement: raised in excess of 1,000,000 pounds of food in
support of local food banks across Canada.
 Challenges: awareness, “competing” food banks, rely upon food banks for
promotion, never actually resolving the “problem”
 Primary Supporters: Boston Pizza, London Drugs, Telus, Bob McKenzie, The
Hockey Foundation

28. Five Hole For Food
FHFF in Saint John, NB supporting SJ Community Food Basket,
2015

29. Hockey Players 4 Kids
 Mission: Hockey Players for Kids (HP4K) a non-profit organization made up of
hockey players around the world who are dedicated to positively impacting the
communities they play in. HP4K believes that promoting player interaction with
children is the best way they can achieve this impact, and acts as a catalyst in
connecting players with kids in their communities.
 Founded: 2009
 Region of Focus: Mostly US & Europe, growing in Canada
 Crowning Achievements: Programs run in 7 countries, positively affected the
lives of thousands of kids through literacy and mentorship programs.
 Primary Supporters: hockey players; general public
 Challenges: fundraising & general support
 Re-write History: Focus more on partnerships

30. Hockey Players 4 Kids
Milwaukee Admirals player reading to elementary school
children

31. Hockey Helps the Homeless
 Mission: Leverage Canada’s affinity for hockey to raise awareness and
financial support for the homeless through education, fundraising, and
partnering with solutions-based local homeless support agencies.
 Region of focus: Communities across Canada, looking to expand to US
 Founded: 1996
 Crowning Achievement: Over $10M raised in support of 45 homeless agency
partners across Canada, over 1,000 volunteers, 200 former pros and
olympians participate
 Supporters: Local and national organizations, local business people
 Challenges: Securing regional and national sponsorships
 Re-Write History: nope!

32. Hockey Helps the Homeless
Top 14 fundraisers got to play in hockey game in Toronto with pro
players, 2013

33. But Wait, There’s More

34. THE HOCKEY FOUNDATION
 Mission: To change lives around the world via ice hockey by providing access to
the game in remote or under-served regions, harnessing the life lessons the
game imparts to empower youth and foster international understanding &
cooperation.
 Founded: 2010 after 2009 exploratory trip
 Region of Focus: global (pilot program: India)
 Crowning Achievements: donated 6,000+ pieces of equipment, coached 2,000+
players, helped establish & coach men’s & women’s national teams, brought
Team India to Brampton, ON for historic hockey game against Brampton Beast
(ECHL)
 Challenges: Awareness & Fundraising, managing volunteers, growing the
organization
 Primary Supporters: general public, India jersey sales, Sun Life Financial
 Re-write History: I'd enlist more volunteers early on to help run the organization

35. THE HOCKEY FOUNDATION
Left: Teaching kids basic 2-on-1 in Ladakh; Right: Reading a donated hockey book
to students

36. So How Does Hockey
Help?IN CASE IT WASN’T OBVIOUS YET

38. Hockey Charity Survey
NON-SCIENTIFIC OPINIONS FROM 6 GRASS-ROOTS HOCKEY
CHARITIES/NON-PROFITS
(3 CANADIAN, 3 AMERICAN)

39. Working for my hockey charity/non-profit
has brought great meaning & satisfaction to
my life.

40. Hockey charities/non-profits are more
relevant today than ever before.

41. There's room for more hockey
charities/non-profits in the world.

42. Social media has enabled every
wannabe to try to reinvent the wheel

43. People do not understand the complexity
and challenges that hockey charities/non-
profits face.

44. I believe that professional hockey leagues (NHL,
AHL, ECHL) genuinely care about charitable causes.

45. I believe that professional hockey players genuinely
care about supporting charitable causes.

46. I believe governing bodies like IIHF, USA Hockey &
Hockey Canada care deeply about charitable
causes.

47. I believe hockey equipment companies
care deeply about charitable causes.

48. To be continued…
hockeyfoundation.org/donate
@HockeyFndtn