Hockey Canada

Hockey Canada is the national governing body for ice hockey and ice sledge hockey in Canada. Responsible for everything from youth development to Olympic gold medal performances, the organization supports thousands of athletes, coaches, officials, and fans across the country. As digital demands evolved, Hockey Canada partnered with SFWP Experts to rebuild its digital infrastructure—creating a faster, clearer, and more inspiring online presence that matches its role as the face of hockey in Canada and on the world stage

Industry

Sports · National Association · Non-Profit

Services

Web Design, Web Development, Content Strategy, UI/UX, SEO/SEM

Outdated navigation for a massive content library

The existing site struggled to serve youth players, national team fans, volunteers, parents, and partners alike

Performance gaps during high-traffic events

Site speed and UX faltered during major tournaments and international competitions

Lack of mobile-first functionality

Most visits came from mobile devices, yet key content like schedules, rosters, and standings was hard to access or share

Missed search opportunities

Hockey Canada wasn’t ranking for critical queries like “how to register for youth hockey” or “Team Canada World Juniors roster.”

We collaborated with stakeholders across Hockey Canada’s development, communications, and high-performance teams. Key insights included:

Audience segmentation was critical

Players, parents, fans, officials, and sponsors all needed unique content journeys

Real-time access matters

During major events, visitors expect immediate access to scores, live streams, and team updates

Trust and national pride are central

The design needed to feel modern but distinctly Canadian, authoritative but community-first

Developed a scalable structure segmented by role: “Play,” “Watch,” “Coach,” “Officiate,” “Volunteer,” and “About”

Crafted a design system that balances Canadian pride (red, black, maple leaf motifs) with sports media functionality

Optimized landing pages for keywords like “youth hockey registration Canada,” “hockey coaching certifications,” and “Hockey Canada team gear”

The new Hockey Canada site delivers a frictionless experience across devices. From checking Team Canada’s latest score to registering a U9 player in rural Ontario, the platform is mobile-optimized, fast-loading, and intuitive. Real-time feeds, sticky nav, and dynamic search ensure key info is never more than two clicks away