Over the past few years, the reputation of hockey and its players, in all leagues at both professional and minor levels, has been tarnished due to the random incidents of rough physical play, bouts of fighting, and uncontrollable parents who get involved in games a little too much-both emotionally and physically.
As observers, we are sometimes intrigued with the ‘highlights’ of these escapades and fail to look deep inside the game into the positive goals some of these hockey clubs are striving to achieve. The Toronto St. Michael’s Majors, with the introduction of their Adopt-A-School program, is one such organization that has worked hard to once again put a good face on the game beloved by millions worldwide.
The St. Michael’s Majors Adopt-A-School program was officially launched on November 11, 2002. Today, in partnership with local organizations like the Toronto District Catholic School Board and the Toronto District School Board, companies in the Toronto area can sponsor, or rather ‘adopt’, a school by securing tickets to Majors games and generously donating them said institutions. It is then advised that schools reward students who are strong workers in their academic studies or who are athletic achievers.
Parker Neale, Media Public Relations director of the Majors, is directly involved with the sponsors of the Adopt-A-School program.
“Whatever tickets the sponsors are willing to donate are passed on to me. Then I deliver them to schools so that they can use them for rewarding students during the season. “
Parker Neale also stated the anticipated outlook of this program in the years to come: “There are three main goals of the program over the long-term: to reward more and more students with tickets by growing the initiative; to build our fan base; to fully acknowledge the generosity of the sponsors.”
The sponsors of the program this year include Coffee Time, Pizza Pizza, The Toronto Sun, and Rogers Communications. The schools that are benefiting from sponsor generosity include Deer Park, North Kipling, Hillcrest, Stella Maris, St. Bruno, St. Clare, Humewood, Forest Hill, McMurrich and Winona.
