PHOTOS (THIS PAGE): THALIA NALLEY STRATEGIES The wrinkle is, today’s fans expect quality experiences, Lloyd says, noting investments are required. For Ringette Canada, that’s included: • Professional live streaming and lively digital content: “We are making significant investments in how we present ringette.” • Athlete storytelling: “People connect with people before they connect with a sport. That’s why we’re putting more emphasis on showcasing the personalities, journeys and achievements of our athletes.” • Live event buzz: Because “people have lots of entertainment options these days,” Lloyd says live events are peppered with player introductions and in-game features. • Face time: Post-game, fans and budding athletes get opportunities to meet athletes at autograph sessions, skills clinics and Skate with the Stars events. • Merch: Ringette Canada’s online shop offers stylish branded national and regional clothing, Pride wear and accessories. 3. BE INTENTIONAL ABOUT COMMUNITY, OUTREACH AND INCLUSION Alongside recent growth, Lloyd says, “We’ve also worked to build stronger relationships with our provincial members, athletes, volunteers and community partners, recognizing that sustainable growth comes from everyone pulling in the same direction.” Ringette Canada has also crafted outreach and accessibility initiatives—including an Indigenous ringette pilot project in BC and a cross-Canada free tryout program called Come Try Ringette (with an astonishing 50% to 70% conversion rate)— that’s also translated into Tagalog, Hindi, Punjabi and Mandarin. 4. MINE YOUR DATA Data is increasingly important, says Lloyd, “because it helps us understand what’s working and where we should focus our efforts.” Ringette Canada looks at “social media engagement, livestream viewership, website traffic, ticket sales, participation RINGETTE RISING • Ringette Canada boosted visibility via broadcast/streaming partnerships with YouTube, CBC Sports and TELUS, plus Whoopi Goldberg’s All Women’s Sport Network (AWSN) which broadcasts to 65 countries. • RBC Wealth Management was the Platinum Sponsor for the 2026 Canadian Ringette Championships. • Across Canada, ringette has 33,000+ registered participants on nearly 2,300 teams and has seen a steady rise in registered athletes post-COVID, including a 3% increase in 2025. • The 2025 Canadian Ringette Championships in Ottawa received the Sport Tourism Canada PRESTIGE Award for Canadian Sport Event of the Year – Group B. A CANADIAN ORIGINAL Ringette was dreamed up in 1963 in North Bay, ON, by Sam Jacks (who also invented floor hockey). Dubbed the fastest sport on ice, ringette teams use straight sticks to pass, carry and shoot a rubber ring into a hockey-style net. Played predominantly (98%) by women and girls, ringette focuses on skill development and is strictly no-contact. trends and audience demographics,” across existing platforms (i.e., social media channels, websites, ticketing systems, streaming platforms). 5. KEEP A FLEXIBLE MINDSET Finally, Lloyd says, “growth requires organizations to be willing to innovate,” even if shaking things up can be hard. Whether it’s exploring a new broadcast platform or sponsorship model, “If we want our sport to grow, we have to be willing to challenge ourselves, embrace new ideas and adapt to an evolving sports landscape.” STRATEGIES 13 FALL 2026 | ADRENALIN ADRENALINMAG.CA