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Air Canada x PWHL, USA mandates Neck Guards & why is hockey so rough?

Your all-in-one innovation + positive impact + culture news in hockey.

Dear Hockey of Tomorrow reader,

It’s the end of January, and I want to thank all of you for following us on this adventure since 2022.

As a quick intro for all the news subscribers that have joined the other 11,855 people in our newsletter community: Hockey of Tomorrow is a content and community platform focused on positive leadership and positive influence within the hockey world.

Before we dive into the good stuff, we’re happy to be working with Vanta this week as our main sponsor.

Check out what Vanta’s up to in the compliance management space below.

It’s a challenge being independent, so if you want to give us a hand at no cost, kindly engage and click on the ad below.

It makes our partners happy, which in turn, keeps the lights on for us. Big thanks in advance.


The PWHL has gotten off to an amazing start, and the good news keep rolling in as Air Canada has announced a huge sponsorship deal with the professional women’s league.

Read all about it as Sam covers our interview with Martine Boulerice, Director Marketing at Air Canada.

Why is the roughness in hockey celebrated? When did it become cool to be aggressive? Sam dives into the game’s past when it comes to being rough and tough.

Following the tragic death of Adam Johnson in the UK back in October, USA Hockey has announced they are mandating neck laceration protection for all under-18s.

The rule will come into effect on August 1st of this year and also applies to all on-ice officials under the age of 18!

The update in the organisation’s rules comes way after many of the other major governing bodies though, even including the IIHF.

Quick final note: I’m so excited to have been invited to speak today at the Carnegie Initiative, it’s a terrific event created to ensure opportunity and access to hockey everywhere.

Tomorrow I’ll be covering the exciting Future of Sports Marketing SponsorshipX conference in conjunction with the NHL All Stars game. They seek to educate the sponsorship and marketing community on everything from trends to technology to brand building.

Their keynote on Friday, February 2nd, at the Fairmount Royal York will be the “State of the League: A Fireside Chat with NHL Commissioner Gary Bettman and NHLPA Executive Director Marty Walsh. “

If you’re in Toronto and have some time to spare, join in, I’m sure you won’t regret it.

That’s it for this edition of the Hockey of Tomorrow newsletter. As we continue to highlight the best, most diverse, and most interesting, off-ice hockey stories, let us know if you want to be helpful in our journey.

Tom Sychterz, Founder

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