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BFL CANADA extends partnership with Hockey Canada

Five-year extension effective immediately

NR.064.25
|
October 2, 2025
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CALGARY, Alberta – Hockey Canada has announced a five-year partnership extension with international marketing partner BFL CANADA, one of the largest employee-owned and operated risk management, insurance brokerage and employee benefits consulting services firms in Canada.

A long-time supporter of women’s hockey, BFL CANADA formally became one of Hockey Canada’s international marketing partners in 2019.

“For years, our partnership with BFL CANADA has benefited the growth of hockey in Canada and we are looking forward to strengthening those efforts during the next five seasons,” said Dean McIntosh, senior vice-president of revenue, fan experience and community impact for Hockey Canada. “We’re grateful to Barry and his team for their trust in Hockey Canada and cannot wait to celebrate even more women coaching as part of this extension.”

“At BFL CANADA, hockey has always been a story of passion,” said Barry F. Lorenzetti, chief executive officer, founder and chair of the board of directors of BFL CANADA. “We are honoured to continue our support of Hockey Canada’s games and initiatives, as hockey exemplifies passion, perseverance and leadership—qualities that reflect BFL’s identity.”

The partnership extension includes an ongoing commitment to annually honour women coaches across the country through the BFL Women in Coaching Award.

Entering its seventh season, the initiative has already recognized 123 coaches from community, competitive and high-performance backgrounds across the country.

Nominations for the 2025-26 BFL Women in Coaching Award can be submitted here beginning Dec. 1.

About BFL CANADA

Founded in 1987 by Barry F. Lorenzetti, BFL CANADA is one of the largest employee-owned and operated risk management, insurance brokerage, and employee benefits consulting services firms in Canada. The firm has a team of over 1,450 professionals located in 27 offices across the country. Thanks to its local international office network of independent brokers (LION), BFL CANADA provides clients with privileged access to insurance partners in over 140 countries, helping to support their operations both in Canada and globally.

For more information, visit bflcanada.ca and follow on LinkedIn, Instagram, Facebook and X.

For more information on Hockey Canada, please visit HockeyCanada.ca, or follow along on Facebook, X, Instagram and TikTok.

For more information:

Esther Madziya
Manager, Communications
Hockey Canada

(403) 284-6484 

emadziya@hockeycanada.ca 

Spencer Sharkey
Manager, Communications
Hockey Canada

(403) 777-4567

ssharkey@hockeycanada.ca

Jeremy Knight
Manager, Corporate Communications
Hockey Canada

(647) 251-9738

jknight@hockeycanada.ca

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