Rogers Leverages Hockey Passion for Brand Engagement
Event summary
- Rogers Communications is launching 'The Great Canadian Jersey' initiative, a campaign centered around collecting and repurposing old hockey jerseys.
- The initiative involves creating patchwork jerseys designed by Cameron Lizotte, to be worn by Canadian hockey players.
- Donations are being accepted at participating Rogers stores until January 15, 2026, with a contest offering a VIP hockey road trip as an incentive.
- The campaign is being spearheaded by NHL players Connor McDavid and Marie-Philip Poulin, who have both donated jerseys.
The big picture
Rogers is attempting to leverage Canada’s deep cultural connection to hockey to strengthen brand loyalty and drive consumer engagement. This initiative represents a shift towards experiential marketing and community building, potentially mirroring strategies employed by other large consumer-facing companies. While the cost of the campaign itself is relatively minor compared to Rogers’ overall revenue, the symbolic value and potential for brand damage if poorly executed are significant.
What we're watching
- Brand Perception
- The success of this campaign will hinge on whether Rogers can genuinely connect with Canadian hockey fans and avoid accusations of superficial brand activism.
- Consumer Participation
- The volume of jersey donations will be a key indicator of the campaign’s effectiveness and Rogers’ ability to mobilize its customer base.
- Advertising ROI
- Rogers will need to demonstrate a clear return on investment for the campaign, beyond simply generating positive publicity, to justify the associated costs.
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