More than 7,000 kilometers from home, Team Canada took on the world during the IIHF World Juniors Hockey Tournament in Helsinki, Finland. As the biggest fans of Canada’s biggest game, TELUS was there to connect Canadians to the team via our #AllHeartCanada campaign. As the senior manager for TELUS’ sport sponsorship team, I was fortunate to travel to Helsinki to manage this exciting program.
The support of Canadian fans was incredible in Finland. At the two games I was lucky enough to attend, I was blown away by the sea of red of more than 3,000 other Canadian fans. Sporting everything from Team Canada jerseys, toques and scarves to beaver and Mountie costumes, the Canadian fans’ voices were loud and clear in the stands chanting “Go Canada Go!” and my personal favourite, “Maple Syrup! Maple Syrup!”
“It adds to our motivation for sure. Just shows that everyone back home’s behind us, and no matter how far away we are they’re always going to be cheering for us”
– Brandon Hickey, Team Canada
TELUS kept Canadians connected to the team via social media. We installed a massive 12’ x 4’ social media wall in the Team Canada player’s lounge, showcasing messages of #AllHeartCanada support. The players definitely felt the love. “There’s a lot of people rooting for us,” said defenseman Brandon Hickey. “It adds to our motivation for sure. Just shows that everyone back home’s behind us, and no matter how far away we are they’re always going to be cheering for us.” TELUS also ensured players and Hockey Canada staff stayed connected to their families and friends at home through phone plans.
Although Team Canada was knocked out early in the tournament by a fierce Finnish team, the passion of Canadian fans was tremendous with the #AllHeartCanada hashtag used over 12,000 times. As a thank you for this massive show of heart, TELUS will donate $10,000 to the Hockey Canada Foundation to help support future hockey stars. We are also sending one lucky Canadian prize winner and their guest to experience the gold medal game live in Finland.
Kiitos Canada (Finnish for thanks). And best of luck to the remaining teams in the tournament. I know Canada will be ready with even more #AllHeartCanada spirit next year, when the World Juniors returns back to Toronto and Montreal.