USA Hockey, Yukon Sports, and Paris 2024 Driving Social Impact in Sports

Welcome to this week’s edition of the Purposeful Partnerships Report, your go-to newsletter for insights on purpose-driven partnerships in the sports industry. In this edition, we spotlight USA Hockey's new partnerships to support grassroots and women’s hockey, the Paris 2024 Games’ initiative to give assets a second life, and Sport Yukon's efforts to ease travel costs for athletes. Let’s dive in!

USA Hockey and Discover Partner to Elevate Grassroots and Women’s Hockey

USA Hockey has announced a multi-year partnership with Discover Financial Services to advance grassroots hockey and support women’s participation in the sport. This new agreement designates Discover as the official credit card of USA Hockey and as an official sponsor of both USA Hockey and the U.S. Women’s National Team, aligning the company’s brand with the mission to grow the sport across the United States.

As part of the partnership, Discover will be the presenting sponsor of the Rivalry Series, an annual event featuring matchups between the U.S. and Canadian women’s national teams. Additionally, Discover will sponsor USA Hockey’s “Try Hockey for Free” program, a key initiative to introduce young players to the sport by providing free equipment, coaching, and ice time at local rinks nationwide. Recent Try Hockey for Free events in Kansas City and San Antonio have highlighted the program’s success, drawing hundreds of children and helping to reduce financial barriers to entry.

This partnership arrives at the ideal time for Discover, as they can capitalize on hockey’s recent surge in popularity. With the continued growth of ice hockey, Discover is positioned to benefit from key developments in the sport. These include the meteoric rise of women’s hockey, fueled by the PWHL's success; record-breaking NHL viewership numbers; the highly anticipated 4 Nations Face Off 2025, marking the first best-on-best men’s hockey competition in over a decade; and the upcoming 2026 Winter Olympics. By aligning with hockey now, Discover demonstrates its support for grassroots programs, women's hockey, and the sport at large, while offering unique opportunities for customers to experience hockey like never before. It will be exciting to see how this partnership unfolds.

For more information on this partnership and programs click here.

Air North Partnership Lifts Yukon Athletes' Dreams

In a remarkable new partnership, Air North and Sport Yukon are helping young athletes in the Yukon pursue their dreams by removing the financial barriers of travel. Through Air North’s “Giving Our Athletes a Lift” (GOAL) fund, five talented young athletes from the territory can now compete in high-level sporting events across Canada without the worry of travel expenses. This initiative is designed to support the development of Yukon’s youth in sports by offering free travel for the 2024-25 competitive season.

The GOAL program allocates up to 30 flight segments to Sport Yukon, to be awarded to eligible athletes aged 13 to 18 who represent Yukon in inter-provincial competitions and are members of recognized Yukon sports organizations. Through this support, selected athletes receive travel certificates that cover essential competitions, training camps, tryouts, and tournaments—enabling them to focus on advancing in their sports without the burden of travel costs.

This partnership goes beyond just assisting athletes. It aligns with broader goals of strengthening community ties and enhancing the Yukon economy. By supporting youth athletes and promoting sports tourism, Air North and Sport Yukon are building community pride as these young competitors represent their territory nationwide. The GOAL fund not only lifts these athletes’ aspirations but also deepens the relationship between sports and community development in Yukon.

This initiative exemplifies how two organizations can combine their strengths to make a lasting impact. With the potential to scale in future years, the GOAL fund could inspire other airlines to support youth sports in similar ways across the northern region of Canada. Watching these incredible young athletes grow and eventually represent Canada on the national stage would be a testament to the power of this partnership and its impact on Yukon's future.

Paris 2024 Games: A Legacy of Sustainability through Asset Reuse

The Paris 2024 Olympic and Paralympic Games are setting new standards for sustainability by giving nearly all of their equipment and assets a purposeful second life. Of the six million items used for the Games—including 1.2 million pieces of sports equipment, uniforms, furniture, and technological devices—90% will be repurposed. This initiative is a core part of Paris 2024's commitment to a circular economy, a sustainable model that avoids waste and benefits communities across France.

In alignment with the IOC’s Olympic Agenda 2020, which emphasizes minimizing environmental impact, approximately 75% of the equipment was rented. The 300,000 purchased items are now set to be donated to local sports organizations, expanding access to quality equipment and strengthening infrastructure in underserved areas. For instance, the French Volleyball Federation will receive essential gear to improve its facilities, while the French Badminton Federation gains equipment to support Olympic and Paralympic athletes.

Beyond sports, Paris 2024 has partnered with organizations such as Emmaus and the Red Cross to redistribute other assets, including 50,000 items of furniture. These donations are expected to benefit charities and vulnerable communities, ensuring the Games' positive impact extends far beyond Paris. For sports enthusiasts, Paris 2024’s “Big Sales of the Games” will also offer fans a chance to own a piece of Olympic history, from athlete-used items to unique site decorations.

As a pioneering force in sustainable Olympic practices, Paris 2024 is reshaping the legacy of major sporting events. Through these asset donations and reuse initiatives, the Games exemplify how sport can enrich communities and foster long-lasting positive change. Additionally, I recommend checking out Going Green Media as they are doing a great job highlighting all these second-life projects through engaging video content!

I hope you enjoyed the read. Subscribe so you don't miss the next edition of the Purposeful Partnerships Report!