1972 Summit Series Hockey Team Inc. (SSHTI) is the legal representative of the 37 members (or their Heirs) of the 1972 Team Canada “Summit Series” Hockey Team. SSHTI is overseen by an elected Board of Directors. SSHTI owns the exclusive legal rights to the 1972 Team Canada Summit Series brand, images, designs and logos.
We are custodians of an important milestone in Canadian history, and take that role very seriously.
After more than 45 years of accolades, honours and reminiscing, the members of Team Canada 1972 have launched a multi-faceted legacy venture as their way of giving back to Canadians. In October 2014, the 37 members of Team Canada 1972 launched “28,800 Seconds: The Power of Teamwork” to inspire every Canadian with the lessons learned from the Summit Series, particularly those highlighting what can be achieved through teamwork.
The “28,800 Seconds” venture consists of three pillars of focus for the members of Team Canada 1972 as a platform for giving back to Canadians:
Each pillar represents a broad area the team has identified as an opportunity for them to give back and leverage the stories, lessons learned and passion felt by Canadians towards the 1972 Summit Series. The team intends to develop initiatives under each pillar in partnership with corporate Canada, leading universities and colleges, all levels of Government and the non-profit sector.
The 1972 Summit Series has a dramatically different emotional connection for Canadians depending on their age and how they have experienced this historic event. As such, the team has identified a very differentiated approach for each demographic:
For Canadians aged 50+, many experienced the 72 Summit Series first hand, remembering exactly where they were and what they were doing at the time. They have a very strong emotional connection to the series, and our goal is to reignite that passion within them. Canadians aged 35-50 may not have experienced the Series first hand, but they definitely understand the impact of this event - the legend of the 72 Summit Series would have been fresh in the memory of Canadians throughout the 70s and 80s. For those aged 20-35, many may have heard of the 72 Summit Series, but not fully understand it to any depth. This age group needs to hear the story of the Series, how it came to be, the impact it had on Canadians and the ripple effect it has had on sport, politics and Canadian society. Finally, the under 20 age group represents an amazing opportunity to reach back into Canadian history, using the 72 Summit Series as a medium to teach the next generation about “The Power of Teamwork.”
The most powerful way for Team Canada 1972 to preserve its legacy for Canadians is through a national education platform, embedding the Team Canada 1972 story, lessons learned and history into the national school curriculum for Grades 2 to 12 in both English and French languages.
We will partner with school boards across Canada to develop age specific modules (across a broad spectrum of course topics), using the Team Canada 1972 platform to educate, engage and inspire youth.
We will provide access to online tools, content and resources to support and enhance the teaching and learning experience. We will supplement the classroom and online experience with live and/or virtual appearances from Team Canada 1972 team members and ambassadors.
In addition, Team Canada 1972 will launch a Leadership and Teamwork certification program, available to school boards across the country on a licensing basis. Individual teachers, classes and entire school boards can apply to be “Team Canada 72” certified – participating in training programs designed to inspire leadership and promote the power of teamwork. We will combine the Team Canada 72 story and the lessons it taught with leading edge, evidencebased research to develop this program. Today, school boards license similar programs, usually through American organizations. Our goal is to provide a Canadian version, delivered by Canada’s Team of the Century. Our ambassadors will train, mentor and inspire a nation of teachers and students.
Team Canada 1972 has secured strong partnerships with Brock University, Canada’s Sports Hall of Fame, and several school boards to start to develop these programs.
The next phase of this national education program is to secure funding to build modules, develop online content, resources and capabilities, train ambassadors and develop program materials. Funding during the start-up phase is critical to the success and spread of the program.
Beyond the start-up phase, both the curriculum and the Leadership and Teamwork certification programs will be self-sustaining due to partnerships with corporate Canada, government and also direct licensing revenue from the school boards.
As the Team Canada 72 legacy lives on, it will inspire the hearts and minds of Canadian youth. It will last forever.
We know that the experience of Team Canada 72 will serve to motivate and inspire young people to adapt our methods to improve their lives and create a better Canada.
A grassroots hockey training curriculum for players, coaches and parents across Canada and with the goal of more kids starting and continuing to play the game. This is a unique program that will provide coaches, regardless of hockey experience with the knowledge and tools required to maximize the hockey experience. Includes season long face to face training, mentorship, online interactive tools and live events. Put your brand at the forefront of this unique, national grassroots program giving back to “our game.”
Hosted by The Goodman School of Business at Brock University, a case study competition engaging the brightest business students from across Canada to help Team Canada 72 market and promote their brand to create a lasting legacy. Culminates in a live, broadcast event where the top regional teams make their pitch to a panel of Team Canada 72 players and business experts. Let Canada’s future business stars flex their intellectual muscles and creativity with your brand.
To be located at a major Canadian University and with the aim of providing material, content, information and access to resources in a setting that facilitates long-term sustainability of the Team Canada 72 brand – allowing students and faculty to develop programs, tools, curriculum and other ideas related to the 1972 Summit Series.
The Team Canada 1972 brand carries a tremendous emotional connection for Canadians. In addition, The 1972 Summit Series story is captivating and inspirational, whether experiencing it for the first time or reliving it again. Now as part of the 28,800 Second initiative our brand, The Team of the Century, can help YOUR brand connect to YOUR customers. Partnering with our brand brings the passion and emotion for Team Canada 72 to the heart of your customers. Take that engagement to another level by creating customized experiences and events with our team members and some of hockey’s biggest legends, specifically for your target market, aligned with your marketing and promotion objectives.
In 1972 the country stopped – frozen in suspense, anticipation and finally jubilation. Authentically reconnecting with those powerful emotions provides your brand with an amazing opportunity to connect with customers. Help us establish the legacy of Team Canada 72 without sacrificing the ROI for your marketing dollars.
Under the "Education" and "Entertainment" tabs we’ve outlined some of the projects, interactive experiences and initiatives currently underway. These are our ideas and are turn-key marketing opportunities we’ve developed for your brand to be part of our legacy venture. Not the right fit? We’re ready to explore new ideas and opportunities designed to help you reach your marketing objectives. Our team is ready to work with your team.
Let’s get started!
To learn more about working with Team Canada 1972, contact our Board of Directors.
In September 2016, members of Team Canada 1972 took part in a four-city tour of Canada, retracing their steps from the first half of the Summit Series.
It began in Montreal on the 2nd — exactly 44 years after Game One — the ’72 Summit Series Tour also appeared in front of fans in Toronto, Winnipeg and Vancouver.
Based on an informal, “hot-stove” discussion, audiences were immersed the team’s locker-room banter, as they shared memories of those memorable 27 days in that September to remember; a multimedia display brought back the sights and sounds of the historic event.
The tour is just part of Team Canada 1972’s “28-8” legacy project, which celebrates the power of teamwork.