Because Fans Matter
The 2026 Tim Hortons NHL Heritage Classic has come and gone, and all that's left at Princess Auto Stadium is a work crew who are disassembling the NHL's setup and rink. There were lots of things that happened over the course of the week leading up to the big game last night, so I want to highlight a handful of things that really should be happening more often when it comes to making fans matter. The NHL can talk about all its revenue streams all it likes, but fans in seats are still the most important resource that the league and its teams have and need so giving back should always be mandated business for all 32 clubs and the league itself.
The NHL and the Winnipeg Jets combined forces on Thursday night to announce "the completion of Jets Hockey Development Girls Learn to Play, a six-week introductory hockey program for 40 first-time players ages 6 to 10". The investment into girls' hockey in Winnipeg is big as there seems to be more girls playing than ever before, so having the Jets and the NHL work to "expand opportunities for girls and women across Manitoba to play, coach and pursue careers in hockey" is only going to make the women's game better for generations to come.
The effort made by the two organizations will see a $150,000 investment through the NHL Unites Legacy Project so "participants get on-ice instruction from an all-woman coaching staff, equipment support and connections to local minor hockey associations and girls' hockey programs". The program actually launched on September 2 at Hockey For All Centre in west Winnipeg with a welcome event for forty girls and their families that saw them outfitted with equipment thanks to Bauer Canada. The legacy project also includes a $30,000 grant from the NHL/NHLPA Industry Growth Fund to support women coaches, program resources and player retention in Manitoba.
I know I'm quick to call out the garbage seen in hockey when comes to how the NHL does business, but I need to point out when they do good as well. These investments will go a long way in helping girls in Manitoba find their way into the game while the grant from the NHL/NHLPA Industry Growth Fund will help ensure that women have a future in hockey during and after their playing days end. I cannot stress how important this is when it comes to opening doors and keeping those doors open for future generations of girls and women, so kudos to the NHL, the NHLPA, and the Winnipeg Jets for making these investments. Again, this will make hockey better in Manitoba.
From there, we jump ahead to Saturday where Ticketmaster presented the NHL Fanfest prior to the Alumni Game, and will come clean right now in that I did not attend this event. In saying that, I did have some sources there as my parents went to check out the event. They wandered around the RBC Convention Centre where a number of vendors had booths offering up giveaways and information on their businesses, and there was a street hockey game featuring a pile of youths outside the main entrance. From what my parents said, this event was packed with fans who took full advantage of the giveaway opportunities, so it was nice to see some of the NHL's sponsors giving back to the people who make the game so much fun. As a fan, there's nothing better than have the sponsors reward your loyalty with some gree gear, so this was a smart move by the NHL and the Jets to hold this event.
Of course, if one had tickets, Scotiabank was sponsoring the bigger, outdoor fan festival at Princess Auto Stadium as Scotiabank was the presenting sponsor of the 2026 Pregame FanFest. All of the NHL's biggest sponsors had tents here for their wares, and this is where I spent most of my Sunday afternoon. Seeing businesses like Upper Deck, Hyundai, Tim Hortons, DoorDash, and Fanatics in one place made the Scotiabank FanFest the place to be if you wanted free shwag as giveaways were plentiful. There were even former NHL stars who were signing autographs for fans at some of the booths! As long as one had a ticket to the game, admission to the Scotiabank Pregame FanFest was free and there were a lot of hockey fans took advantage of this offer as the festival area filled quickly.
At one point, it seemed like the Heritage Classic was being played in Montreal as Canadiens fans flooded the festival area. Jerseys of all kinds were worn as names like Suzuki, Caufield, Demidov, and Hutson were joined by some great picks such as Carbonneau, Texier, Markov, Price, and Koivu. Seeing a barber pole Canadiens Gionta centennial jersey was fantastic, there were a handful of reverse retros, and lots of other clothing with Canadiens' logos on them. The chatter of francophone fans as they greeted one another was nice to hear as those fans clearly made the trip to cheer on les Canadiens!
Jets fans began showing up a little later in the afternoon in greater numbers as they had the advantage of staying home a little longer. A handful of Hellebuyck jerseys were spotted on fans, but there were a ton of Wheeler, Ladd, Laine, Scheifele, and Connor jerseys spotted throughout the festival grounds. There were some fun ones as well as Ehlers, Morrissey, Byfuglien, Little, and a number of personalized jerseys were in the mix, but a couple of jerseys fouls were spotted. Regardless, the hometown crowd made its way down to the festival!
Again, I have to throw some kudos out to a number of companies because people got to go home with a pile of stuff. Among the best handouts were Tim Hortons where fans who showed up early got to meet Dustin Byfuglien at the Tim Hortons truck, Tide and Downy sent a ton of people home with laundry detergent and Unstopables, Hyundai let people snap a picture and turn it into a car air freshener, Upper Deck was printing hockey cards of fans who wanted their own card, Celcius was handing out beverages to adults, DoorDash was creating fabric patches for jerseys from their emojis, and both Canadian Tire and Scotiabank were handing out shwag bags.
Admittedly, I spent a lot of time with a few colleagues at the Caterpillar tent, and they were having way too much fun. There was an accuracy shooting challenge that looked easy, but was way harder with the foam pucks used in the booth. There were two claw machines that gave fans a chance to grab a Caterpillar puck stress "ball" or a Caterpillar excavator stress "ball". There was the locker setup if you wanted to get your photo with the jerseys being worn by the Jets and Canadiens. The staff working the tent were handing out Caterpillar-branded skate towels that were cut in the shape of jerseys. And, perhaps best of all, former Jets defenceman Dave Ellett stopped by the tent to sign some autographs for fans! How awesome is that?
There were other autograph signings as well as the aforementioned Dustin Byfuglien was doing his best to sign stuff while slinging coffee, Mike Keane was at the Rogers tent for a while, and Andrew Ladd signed a pile of stuff for fans at the Hyundai tent. Lots of fans were thrilled to meet some of Winnipeg's hockey heroes, so having more alumni coming out to do stuff this like would benefit all teams. And the best part is that you don't need a Heritage Classic to do something like that! All it takes is a little effort and planning!
Look, I went into this weekend aiming to give hockey fans a true experience when it comes to attending one of these outdoor events, and there was obviously both good and bad parts about the weekend. The fanfest events and the Alumni Game were fun, somewhat affordable, and certainly worth the time. I realize that one had to have a game ticket for the Scotiabank Pregame FanFest so that was less affordable for most people, but the effort made by sponsors inside those large fences was worth it from a fan's perspective.
When you consider that tickets ran anywhere from $80 to more than $500 per ticket, that's pricey for sitting 100-feet away from the action. Add into the mix that a lot of people travelled and those costs would need to be calculated, and we're now talking about an expensive investment for the 2026 Tim Hortons NHL Heritage Classic where the game's action and payoff were hardly worth it. As a citizen of Winnipeg, it's always nice to have visitors from afar, but they weren't here for the Golden Boy nor the riverwalk at The Forks.
If you're thinking about attending the 2027 Winter Classic in Salt Lake City featuring the Colorado Avalanche and the Utah Mammoth, ticket prices range from $250 to $450 USD with "NHL experience" packages starting around $800 USD. I have no idea what the fanfest will look like in Utah, but I imagine a lot of the sponsors listed above will be there and looking to giveaway some shwag, but that's a hefty price tag for a few packets of laundry detergent, car air fresheners, and a handful of autographs. I'm not saying not to go, but budget wisely.
At the end of the day, if these costs seem like they're climbing out of your comfort zone when it comes to entertainment dollars, you likely aren't alone. I know I wouldn't have been able to afford to go had I not been granted media credentials, but that's because I have a budget. I imagine a lot of people had a blast getting to meet their heroes, pick up some shwag, and watch an outdoor game that will be a weekend of memories, but it's important to remember that a lot of people could not afford to take part in this weekend's festivities.
The 2026 Tim Hortons NHL Heritage Classic certainly seemed like it checked all the boxes for the NHL and for fans who could attend, but this outdoor game's costs likely left a lot of fans out in the cold.
Until next time, keep your sticks on the ice!
The NHL and the Winnipeg Jets combined forces on Thursday night to announce "the completion of Jets Hockey Development Girls Learn to Play, a six-week introductory hockey program for 40 first-time players ages 6 to 10". The investment into girls' hockey in Winnipeg is big as there seems to be more girls playing than ever before, so having the Jets and the NHL work to "expand opportunities for girls and women across Manitoba to play, coach and pursue careers in hockey" is only going to make the women's game better for generations to come.
The effort made by the two organizations will see a $150,000 investment through the NHL Unites Legacy Project so "participants get on-ice instruction from an all-woman coaching staff, equipment support and connections to local minor hockey associations and girls' hockey programs". The program actually launched on September 2 at Hockey For All Centre in west Winnipeg with a welcome event for forty girls and their families that saw them outfitted with equipment thanks to Bauer Canada. The legacy project also includes a $30,000 grant from the NHL/NHLPA Industry Growth Fund to support women coaches, program resources and player retention in Manitoba.
I know I'm quick to call out the garbage seen in hockey when comes to how the NHL does business, but I need to point out when they do good as well. These investments will go a long way in helping girls in Manitoba find their way into the game while the grant from the NHL/NHLPA Industry Growth Fund will help ensure that women have a future in hockey during and after their playing days end. I cannot stress how important this is when it comes to opening doors and keeping those doors open for future generations of girls and women, so kudos to the NHL, the NHLPA, and the Winnipeg Jets for making these investments. Again, this will make hockey better in Manitoba.
From there, we jump ahead to Saturday where Ticketmaster presented the NHL Fanfest prior to the Alumni Game, and will come clean right now in that I did not attend this event. In saying that, I did have some sources there as my parents went to check out the event. They wandered around the RBC Convention Centre where a number of vendors had booths offering up giveaways and information on their businesses, and there was a street hockey game featuring a pile of youths outside the main entrance. From what my parents said, this event was packed with fans who took full advantage of the giveaway opportunities, so it was nice to see some of the NHL's sponsors giving back to the people who make the game so much fun. As a fan, there's nothing better than have the sponsors reward your loyalty with some gree gear, so this was a smart move by the NHL and the Jets to hold this event.
Of course, if one had tickets, Scotiabank was sponsoring the bigger, outdoor fan festival at Princess Auto Stadium as Scotiabank was the presenting sponsor of the 2026 Pregame FanFest. All of the NHL's biggest sponsors had tents here for their wares, and this is where I spent most of my Sunday afternoon. Seeing businesses like Upper Deck, Hyundai, Tim Hortons, DoorDash, and Fanatics in one place made the Scotiabank FanFest the place to be if you wanted free shwag as giveaways were plentiful. There were even former NHL stars who were signing autographs for fans at some of the booths! As long as one had a ticket to the game, admission to the Scotiabank Pregame FanFest was free and there were a lot of hockey fans took advantage of this offer as the festival area filled quickly.
At one point, it seemed like the Heritage Classic was being played in Montreal as Canadiens fans flooded the festival area. Jerseys of all kinds were worn as names like Suzuki, Caufield, Demidov, and Hutson were joined by some great picks such as Carbonneau, Texier, Markov, Price, and Koivu. Seeing a barber pole Canadiens Gionta centennial jersey was fantastic, there were a handful of reverse retros, and lots of other clothing with Canadiens' logos on them. The chatter of francophone fans as they greeted one another was nice to hear as those fans clearly made the trip to cheer on les Canadiens!
Jets fans began showing up a little later in the afternoon in greater numbers as they had the advantage of staying home a little longer. A handful of Hellebuyck jerseys were spotted on fans, but there were a ton of Wheeler, Ladd, Laine, Scheifele, and Connor jerseys spotted throughout the festival grounds. There were some fun ones as well as Ehlers, Morrissey, Byfuglien, Little, and a number of personalized jerseys were in the mix, but a couple of jerseys fouls were spotted. Regardless, the hometown crowd made its way down to the festival!
Again, I have to throw some kudos out to a number of companies because people got to go home with a pile of stuff. Among the best handouts were Tim Hortons where fans who showed up early got to meet Dustin Byfuglien at the Tim Hortons truck, Tide and Downy sent a ton of people home with laundry detergent and Unstopables, Hyundai let people snap a picture and turn it into a car air freshener, Upper Deck was printing hockey cards of fans who wanted their own card, Celcius was handing out beverages to adults, DoorDash was creating fabric patches for jerseys from their emojis, and both Canadian Tire and Scotiabank were handing out shwag bags.
Admittedly, I spent a lot of time with a few colleagues at the Caterpillar tent, and they were having way too much fun. There was an accuracy shooting challenge that looked easy, but was way harder with the foam pucks used in the booth. There were two claw machines that gave fans a chance to grab a Caterpillar puck stress "ball" or a Caterpillar excavator stress "ball". There was the locker setup if you wanted to get your photo with the jerseys being worn by the Jets and Canadiens. The staff working the tent were handing out Caterpillar-branded skate towels that were cut in the shape of jerseys. And, perhaps best of all, former Jets defenceman Dave Ellett stopped by the tent to sign some autographs for fans! How awesome is that?
There were other autograph signings as well as the aforementioned Dustin Byfuglien was doing his best to sign stuff while slinging coffee, Mike Keane was at the Rogers tent for a while, and Andrew Ladd signed a pile of stuff for fans at the Hyundai tent. Lots of fans were thrilled to meet some of Winnipeg's hockey heroes, so having more alumni coming out to do stuff this like would benefit all teams. And the best part is that you don't need a Heritage Classic to do something like that! All it takes is a little effort and planning!
Look, I went into this weekend aiming to give hockey fans a true experience when it comes to attending one of these outdoor events, and there was obviously both good and bad parts about the weekend. The fanfest events and the Alumni Game were fun, somewhat affordable, and certainly worth the time. I realize that one had to have a game ticket for the Scotiabank Pregame FanFest so that was less affordable for most people, but the effort made by sponsors inside those large fences was worth it from a fan's perspective.
When you consider that tickets ran anywhere from $80 to more than $500 per ticket, that's pricey for sitting 100-feet away from the action. Add into the mix that a lot of people travelled and those costs would need to be calculated, and we're now talking about an expensive investment for the 2026 Tim Hortons NHL Heritage Classic where the game's action and payoff were hardly worth it. As a citizen of Winnipeg, it's always nice to have visitors from afar, but they weren't here for the Golden Boy nor the riverwalk at The Forks.
If you're thinking about attending the 2027 Winter Classic in Salt Lake City featuring the Colorado Avalanche and the Utah Mammoth, ticket prices range from $250 to $450 USD with "NHL experience" packages starting around $800 USD. I have no idea what the fanfest will look like in Utah, but I imagine a lot of the sponsors listed above will be there and looking to giveaway some shwag, but that's a hefty price tag for a few packets of laundry detergent, car air fresheners, and a handful of autographs. I'm not saying not to go, but budget wisely.
At the end of the day, if these costs seem like they're climbing out of your comfort zone when it comes to entertainment dollars, you likely aren't alone. I know I wouldn't have been able to afford to go had I not been granted media credentials, but that's because I have a budget. I imagine a lot of people had a blast getting to meet their heroes, pick up some shwag, and watch an outdoor game that will be a weekend of memories, but it's important to remember that a lot of people could not afford to take part in this weekend's festivities.
The 2026 Tim Hortons NHL Heritage Classic certainly seemed like it checked all the boxes for the NHL and for fans who could attend, but this outdoor game's costs likely left a lot of fans out in the cold.
Until next time, keep your sticks on the ice!


















