TORQUE Strategies - Our Work in Marketing, Sponsorship & Community Impact Programs

Client

Hockey Canada – IIHF World Junior Championships

Industry

Hockey

Website

From 2017-2023, we served as a trusted strategic partner to Hockey Canada, delivering integrated marketing, ticketing, and 50/50 campaigns for IIHF World Junior Hockey Championships and Women’s World Championships hosted in Canada. For World Juniors, our scope has spanned every stage of tournament execution—from Bid and narrative development, to record-setting digital fundraising and ticketing strategies, to tournament branding and pageantry.

We began by leading the successful bid for the 2019 World Juniors, managing funding negotiations and unlocking provincial support. We then launched the “REPRESENT” campaign—a creative platform that energized ticket sales across British Columbia and amplified local pride. In 2021, we introduced “Where the Lights Shine Brightest” for Alberta’s tournament, blending emotional storytelling with a bold visual identity to drive local interest despite pandemic challenges. That same year, TORQUE launched the “Win Big, Give Big” digital 50/50 platform, raising a record-breaking $40 million for youth hockey. 

Over the next two years, we expanded the 50/50 campaign footprint, generating another $17 million for youth hockey in Canada. Each campaign was powered by a blend of data-informed targeting, creative storytelling, and real-time optimization—leveraging game-day momentum, paid digital, PR, and in-arena activations to maximize conversion. The result: a multi-year legacy of impact, revenue, and fan connection that redefined what’s possible in junior hockey engagement. 

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