Hockey Canada, Bauer Hockey Extend Partnership

CALGARY, ALBERTA (December 30, 2025) – Hockey Canada and Bauer Hockey announced an eight-year partnership extension that takes effect July 1, 2026 ensures two of hockey’s most prominent brands will continue growing the game together for years to come.

As the official equipment provider and team apparel partner of Hockey Canada, Bauer Hockey is the sole manufacturer licensed to sell Team Canada replica jerseys and will launch Hockey Canada’s new primary jersey during the 2026-27 season.

“Our longstanding partnership with Bauer Hockey has benefitted our national teams, participants and fans across Canada, and we are excited to expand our efforts with Bauer for another eight years,” said Katherine Henderson, president and chief executive officer of Hockey Canada. “Both of our organizations are committed to building a healthier hockey on and off the ice, and we know through our partnership, we will have even more opportunities to reach more Canadians.

“In particular, we cannot wait to reveal our new primary jersey that has been designed in consultation with Canadians and Canadian hockey fans and includes unique elements that celebrate our National Winter Sport and will be a source of pride for our fans and the national team athletes who wear the Maple Leaf.”

As partners for more than 20 years, Hockey Canada and Bauer Hockey continue to find opportunities to welcome more participants to the game, including through The First Shift, a low-cost entry program to hockey that includes a full set of Bauer equipment and has helped introduce tens of thousands of new families to hockey since it launched in 2014.

“We’re proud to continue our partnership with Hockey Canada, grounded in a shared commitment to growing participation and building a strong, inclusive hockey community,” said Mary-Kay Messier, chief marketing officer for Bauer Hockey. “Through initiatives like The First Shift, in partnership with the NHL and NHLPA, and by providing fans with Team Canada jerseys they can wear with pride, we’re helping to ensure the game – and the Maple Leaf – continue to inspire Canadians at every level. Supporting Team Canada on and off the ice is central to Bauer’s role in growing the hockey community.”