In 2017, Play On! will celebrate #Canada150, delivering 300,000 experiential impressions and 10 million media impressions across 42 days of programming in 14 cities from coast-to-coast
Play On! holds the Guinness World Record for largest street hockey tournament, while also being the largest hockey tournament of any kind. It was the first mover in the initiative to #BringBackPlay and the first user of this hashtag
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Play On! was conceived in London, Ontario by an Ivey Business School MBA graduate and first operated in Halifax in 2003. Play On! Canada was later incorporated as a not-for-profit organization. All partnership contributions to Play On! Canada are used to promote the importance of play by producing and/or supporting events that provide Canadians with positive introductory sport experiences. These events then serve as powerful, emotional builders of loyalty and love between communities and our brand partners.
In its largest season, Play On! involved 6,070 teams, 42,006 participants, and around 336,000 spectators. It grew at an average of 30% annually in the years 2008 to 2014. When NHL's broadcast in Canada moved from from CBC to Sportsnet in 2015, the Play On! program had to be simplified and restructured. Now, the program is being expanded again as part of Canada's 150th celebration.
Play On! is Canada's Largest Sports Festival
Click on the map to view player participation by city