The NHL Foundation has recently shifted its philanthropic strategy to become more focused and intentional in its charitable efforts, as highlighted by executive director Rob Wooley. Previously, the foundation operated under a traditional model of philanthropy, characterized by broad contributions without a cohesive strategy. Wooley emphasizes the transformation to a more strategic approach, where each investment is tied to specific goals and outcomes. This shift reflects a desire to make philanthropy an investment rather than a mere gift, with a focus on initiatives that align with the foundation’s core values, drive measurable results, and create a lasting legacy.
The redefined mission of the NHL Foundation centers around making significant and lasting changes through targeted investments in five key pillars: youth development, health and well-being, social equity, pathways to hockey, and service. Each of these pillars represents critical areas where the foundation believes they can have the greatest impact. With the NHL deputy commissioner, Bill Daly, serving as the foundation’s director and chairman, the relaunch marks a new chapter for the NHL Foundation. The foundation now operates as separate entities in the U.S. and Canada, each governed by newly appointed boards that include both league executives and distinguished industry leaders, reflecting a commitment to broader societal engagement.
Haley Skarupa, a notable ambassador for the NHL Foundation and a member of the USA Hockey women’s national team, embodies the foundation’s new mission. As a former professional player, Skarupa believes in the importance of giving back to the next generation of athletes. Her journey from playing on boys’ teams to pursuing competitive hockey at Boston College and earning an Olympic gold medal showcases the potential for female athletes in the sport. In her role as an ambassador, she is passionately involved in initiatives that support girls’ engagement in hockey, aiming to smooth the path for future players in a sport that historically faced challenges regarding gender equity.
One of the foundation’s significant initiatives under Skarupa’s leadership is the Empowerment Grant Program for Girls Hockey. This program was established to provide funding and resources to organizations that facilitate opportunities for girls in the sport. The program received seed money from the Congressional Hockey Challenge, an annual charity event that has successfully raised over $1 million to support various hockey-related causes. As Skarupa takes on a key advisory position for the grant, the foundation is focused on identifying exemplary nonprofit organizations dedicated to promoting girls’ hockey and its overarching mission of empowering young athletes.
As the NHL Foundation continues to grow and innovate, it is also introducing a fundraising component, which had been absent in its previous structure. This new approach will be showcased at upcoming league events, including the Winter Classic and the Stadium Series. These events not only serve as exciting showcases for hockey fans but also as platforms for the foundation to raise awareness and funds for its initiatives. Each event will feature tailored fundraising activities aimed at generating support for the foundation’s goals, particularly its efforts to enhance opportunities for girls in hockey.
Overall, the NHL Foundation’s recalibrated focus on strategic philanthropy marks a profound shift in how the league engages with its communities and supports future generations of athletes. With a clear mission to create lasting change through targeted investments aligned with its values, the foundation is poised to make significant strides in promoting health, wellness, and equity within the sport. By empowering young players and fostering an inclusive hockey community, the NHL Foundation is not only enhancing the sport’s legacy but also working towards a more equitable future for all athletes.
