Since its inception in Ontario, the program has expanded into multiple markets across North America, engaging students from diverse backgrounds and disciplines. Along the way, participants gain hands-on experience solving real-world sports business challenges while collaborating with mentors from the NHL, NHLPA, SAP, and other industry organizations.<\/p>\n
A season of innovation<\/p>\n
As presenting sponsor throughout the 2025-2026 season, SAP has helped evolve the competition into more than a student pitch event. It has become a platform where the next generation of innovators can apply design thinking, data literacy, and purpose-driven problem-solving to the future of sport.<\/p>\n
Earlier this season, competitions in Florida and Ontario showcased how local communities bring unique perspectives to hockey\u2019s growth, from reimagining youth participation and community engagement to exploring new technologies that can make the sport more inclusive and accessible. Across every market, students approached the challenge as an opportunity to solve real problems for real communities. These events set the stage for the Final Pitch Day in San Jose, where students were challenged to imagine how hockey can thrive within one of the world\u2019s leading innovation hubs.<\/p>\n
![\"Inside](\"https:\/\/www.europesays.com\/germany\/wp-content\/uploads\/2026\/07\/IklsGunhgCw.jpg\")
<\/p>\n
New ideas take center stage in San Jose<\/p>\n
On June 1, the NHL, NHLPA, and SAP, with support from the Sharks Foundation, welcomed students to the SAP Center in San Jose, California, for the competition\u2019s Bay Area edition<\/a>. The event brought together more than 150 students representing 14 colleges and universities and 21 undergraduate and graduate programs. Twenty teams submitted concepts, with six finalists advancing to present their ideas before a panel of judges and industry leaders.<\/p>\n Participants were challenged to develop solutions addressing three key opportunities to grow the game:<\/p>\n Expanding hockey\u2019s presence in educational spaces: Hockey continues to grow as a game for everyone, and there is an opportunity to expand its presence in educational spaces so more young people can experience it. This pillar challenged students to design credible, scalable pathways to bring hockey into learning environments and support that growth.<\/p>\n Utilizing hockey to support physical and mental wellness for children: The mental and physical health of young people has never been a more urgent priority. This pillar invited students to explore how hockey-based experiences can support physical activity, confidence, social connection, and mental wellness for children, with models that reduce performance pressure and prioritize joy and belonging.<\/p>\n Innovative ways to experience the game for underrepresented audiences: Growing the game requires lowering the barriers that have historically prevented entire communities from seeing themselves in hockey. This pillar challenged students to create more innovative, accessible, and engaging ways for underrepresented audiences to experience the game, often beyond the traditional rink, through new entry points, storytelling, and technology-enabled experiences.<\/p>\n Recognizing excellence<\/p>\n