IMPERIAL OIL
ESSO PARTNERSHIPS & SPONSORSHIPS
Supporting and Sponsoring Canadian Hockey for over 80 years
Esso has been a key supporter of hockey in Canada for over 80 years, sponsoring grassroots programs like the Esso Medals of Achievement, Esso Fun Days, and the Esso Cup to promote inclusivity and player development. As a founding sponsor of the Hockey Hall of Fame, Esso has a lasting presence through the Esso Great Hall, which showcases NHL trophies and Honoured Members.
It is a premier partner of Hockey Canada and the official retail fuel of the NHL in Canada, while also sponsoring all seven Canadian NHL teams to reinforce its commitment to the sport at all levels. Through these partnerships, Esso continues to support the growth of hockey, from local rinks to professional leagues, ensuring the sport remains accessible and celebrated nationwide.
Overview
Oversaw the execution of Esso’s national sponsorship portfolio, encompassing grassroots hockey, professional teams, and major hockey associations across Canada. This work required cross-functional coordination across partner organizations, internal brand stakeholders, and third-party vendors, ensuring Esso’s legacy as a committed supporter of Canadian hockey remained visible, credible, and impactful.
Responsibilities included the orchestration of branded activations, fulfillment of contractual assets, and end-to-end coordination of sponsorship deliverables — from rink board placements and branded merchandise to in-venue experiences and community programming. Execution involved consistent collaboration with national
governing bodies, professional NHL teams, and creative agency BBDO to maintain alignment on brand execution and compliance across all initiatives.
Scope of work spanned strategic planning, asset approvals, budget oversight, and logistics, with a focus on amplifying Esso’s community-driven messaging through youth-focused events, grassroots programming, and highly visible partnerships in the professional sports space.
Key Focus Areas
Brand Stewardship & Asset Fulfillment
Managed the deployment of Esso’s branding across national programs and partner properties — including rink boards, in-ice branding, digital advertising, and venue signage. Maintained creative alignment by overseeing all brand approvals through collaboration with BBDO, partner organizations, and Esso’s internal teams.
Stakeholder & Partner Management
Acted as a central liaison between Esso and its sponsorship partners, including Hockey Canada, all seven Canadian NHL teams, Ringette Calgary, Hockey Calgary, the Halifax Mooseheads, and the Hockey Hall of Fame. Ensured smooth communication, timely execution, and mutual value delivery across all programs and touchpoints.
Creative & Operational Execution
Directed the logistics of large-scale event activations and day-to-day sponsorship components — including production timelines, asset tracking, vendor coordination, budget allocation, and on-site implementation where applicable.
Fuel Discount Card (FDC) Program Oversight
Led the national distribution of over 240,000 Esso Fuel Discount Cards across all partners and events, supporting community outreach, fan engagement, and program visibility across the country.
Highlighted Events & Programs
National &
Community Programs
Esso Medals of Achievement
This flagship initiative recognized youth players across the country for their dedication, improvement, and team spirit. Worked with all major partners to support national roll-out and fulfillment, ensuring brand consistency across physical assets and ceremonial presentations.
Esso Cup
Oversaw branding and promotional execution for Canada’s National Women’s U18 Club Championship in collaboration with Hockey Canada. Delivered rink boards, signage, and branded materials while supporting logistical touchpoints to enhance Esso’s presence throughout the tournament.
Esso Minor Hockey Week (Calgary)
Oversaw Esso’s title sponsorship of one of the world’s largest minor hockey tournaments, coordinating branding visibility across multiple venues, and branded activations.
Esso Golden Ring (Calgary)
Supported Esso’s sponsorship of Canada’s largest ringette tournament, ensuring all brand components — from venue signage to logistics — were deployed on schedule and according to brand standards.
Esso Fun Days
Supported this national initiative designed to introduce girls and women to the sport of hockey in a non-competitive environment. Coordinated partner touchpoints and ensured brand integration in materials and promotions.
NHL &
ProfessionalActivations
Montreal Canadiens
Esso Minor Hockey Festival
Supported event logistics, brand approvals, and activation planning for this grassroots hockey celebration in collaboration with the Canadiens, reinforcing Esso’s role as a community partner.
NHL & CHL Teams
Directed branding placement for rink boards and in-ice assets (where applicable) across all Canadian teams — Vancouver Canucks, Edmonton Oilers, Calgary Flames, Winnipeg Jets, Toronto Maple Leafs, Ottawa Senators, Montreal Canadiens and the CHL Halifax Mooseheads
Vancouver Canucks Youth Night
Supported the end-to-end activation of Esso’s Youth Night with the Canucks, overseeing branded giveaway items, in-arena signage, and on-site logistics. Delivered a branded experience that engaged young fans and aligned with Esso’s youth-focused objectives.
Experiential &
Legacy Partnerships
Halifax Mooseheads
Esso Three Stars Minor
Hockey Month
Oversaw branded activations such as the Esso Three Stars program and Minor Hockey Month campaigns celebrating local youth athletes.
Hockey Hall of Fame
Esso Great Hall & Induction Ceremony
Managed branding placements and creative coordination for Esso’s presence as a legacy partner within the Hockey Hall of Fame, ensuring alignment across exhibit materials and special event touchpoints.
Outcomes & Achievements
Successfully coordinated the nationwide distribution of 240,000+ Esso Fuel Discount Cards across all partner organizations, NHL events, and community programs — offering Canadians 5¢/L savings while reinforcing Esso’s value-first brand positioning.
Maintained full compliance and consistency of Esso’s branding across 25+ venues and properties, including national tournaments, grassroots events, and NHL arenas coast to coast.
Delivered integrated sponsorship activations that connected Esso’s brand with local communities, emerging athletes, and passionate fans — deepening emotional resonance across demographics.
Strengthened key relationships with stakeholders by producing comprehensive recap reports, tracking execution, and capturing insights and visuals used to inform future sponsorship strategies.
Deliverables
Partnership ManagementCreative ApprovalsIn-venue BrandingPromotional Asset DistributionCommunity Program Execution
Reporting & Performance RecapsBudget & Logistics CoordinationStakeholder CommunicationContractual Asset FulfillmentBrand Alignment & Compliance