Play Hockey Announces Partnership with Base Sports Group

Youth hockey events organizer Play Hockey has announced a partnership with Base Sports Group as its first sponsorship agency partner in the United States.

Winnipeg-based Play Hockey will host 107 youth events in seven countries, five provinces and 15 states during the 2025 season. Over 100,000 athletes participated in Play Hockey events in 2024.

“We are thrilled to partner with BASE Sports Group and deliver incomparable brand experiences for our players and their families,” said Andrew Wilkinson, Play Hockey’s vice president of marketing and partnerships. “Base’s mission aligns with Play Hockey’s goal to provide best-in-class experiences that give athletes and their families memories for today and years to come.”

The partnership will include Base driving engagement between brands and close to 225,000 youth hockey athletes and their families across North America. The organization has created a dedicated app that will be released this year to supplement PlayHockey.com and its social media accounts.

“Youth hockey athletes and their families are an incredibly valuable demographic,” said Mark Dvoroznak, Base Sports Group co-founder and chief executive officer. “We are excited to help Play Hockey offer even more signature experiences through strategic brand partners at their tournaments.”