Case Study: Community Outreach & the Oilers Foundation

Executive Summary

This case study examines the profound and multifaceted community impact of the Edmonton Oilers Community Foundation. While the on-ice narrative for the Oilers often revolves around the electrifying play of Connor McDavid, the pursuit of the Stanley Cup, and the drama of the NHL postseason, there is a parallel, equally compelling story happening off the ice. The Foundation, powered by the platform of the team and its players, has evolved into a powerful engine for social good in Northern Alberta. This analysis will explore how the organization identified key community challenges, built a strategic philanthropic model, implemented targeted programs, and achieved measurable results that extend far beyond the scoreboard. The findings demonstrate that a professional sports franchise’s legacy is built not just on championships, but on its commitment to the community it calls home.

Background / Challenge

Edmonton is a proud, passionate, and resilient city. Its identity is deeply intertwined with the Oilers, a connection forged in the dynasty years and sustained through decades of highs and lows. However, like any major urban center, it faces significant social challenges. Issues surrounding youth wellness, access to sports and recreation for underserved communities, and support for families in medical crisis are persistent. The question for the Oilers organization was: How can we leverage our unique position, resources, and the powerful loyalty of our fanbase to make a tangible, lasting difference in these areas?

The challenge was multifaceted. It wasn't enough to simply write cheques; the effort needed to be authentic, strategic, and sustainable. It required moving beyond traditional charity to create a genuine partnership with the community. Furthermore, with the intense spotlight always on team performance—whether during a heated playoff race or a tough stretch in the regular season—the Foundation’s work needed to maintain momentum and visibility independently. The goal was to ensure that the Oilers' legacy in Edmonton was defined as much by community impact as by Art Ross Trophies and Western Conference standings.

Approach / Strategy

The Oilers Community Foundation’s strategy was built on a core philosophy: using the power of hockey to fuel positive change. This wasn't a passive donation arm; it was an active community builder. The strategy was built on three key pillars:

1. Leveraging the Brand & Platform: The Foundation smartly utilizes the immense draw of the Oilers brand, Rogers Place, and the players themselves. This creates unparalleled engagement opportunities, from exclusive fan experiences auctioned for donations to player appearances at community events. The connection fans feel with players like Connor McDavid or Leon Draisaitl is channeled into support for causes those athletes champion.


2. Focus on Long-Term, Impactful Partnerships: Instead of spreading resources thinly, the Foundation established deep, long-term partnerships with a select group of beneficiary organizations. Key partners include the Edmonton’s Food Bank, the Stollery Children’s Hospital Foundation, KidSport Edmonton, and Hockey Alberta. This focus allows for more significant, measurable impact and fosters true collaboration.


3. Player-Led Initiatives & Authentic Engagement: The strategy encourages and supports players to develop their own philanthropic interests. This leads to authentic, player-driven programs. For example, Connor McDavid’s "McDavid’s All-Stars" program (run through the Foundation) connects with young fans facing health challenges. This authenticity resonates deeply with the community and the players themselves, making the outreach more meaningful. The involvement of other leaders like captain Connor Brown or goaltender Stuart Skinner in various events further personalizes the Foundation's work.

The overarching strategy ensured that every fundraiser, every 50/50 draw at Rogers Place, and every community visit was part of a cohesive plan to support the pillars of health, wellness, and access to sport for all.

Implementation Details

The Foundation’s work comes to life through a diverse and creative array of programs and events. Implementation is a year-round operation, peaking during the season but sustained throughout the summer.

The 50/50 Raffle: A game-changing initiative. The Oilers 50/50, operated at Rogers Place during home games and online for every game across Alberta, has become one of the largest raffles of its kind in the world. The sheer scale—with jackpots regularly soaring into the millions during the Stanley Cup Playoffs—generates staggering revenue for the Foundation. The process is seamless for fans, who can purchase tickets from their seats or their homes, directly linking their game-day excitement to community contribution.

Signature Events: The calendar is marked by flagship fundraising events. The Oilers Foundation Gala is a premier night of philanthropy, featuring player appearances, unique auctions, and substantial fundraising. Golf tournaments hosted by Oilers alumni and current players like Leon Draisaitl provide another key avenue for corporate and community support.

Program-Specific Initiatives:
For Kids & Sports: Programs with KidSport use funds to cover registration fees for children from low-income families, directly addressing the barrier to playing hockey or other sports. "Learn to Play" initiatives introduce the game to thousands of new children annually.
For Health & Wellness: Ongoing support for the Stollery Children’s Hospital includes major donations for equipment and family support services. Player visits to the hospital, though private, are a cornerstone of this relationship.
Community Rinks & Spaces: The Foundation has invested millions in refurbishing community rinks and multi-sport spaces across Alberta, ensuring safe, accessible facilities for future generations.

Integrated Fan Engagement: Outreach is woven into the fan experience. From foundation donation options when purchasing tickets online to awareness campaigns on the Oilers Insider social media channels, the community mission is presented as a core part of being an Oilers fan. This fosters a powerful sense of shared purpose within the fan community, a topic we explore more in our look at Oilers culture and fan community.

Results (Use Specific Numbers)

The impact of the Oilers Community Foundation is quantified in numbers that tell a powerful story of growth and direct aid. Since its inception, the Foundation has distributed over $70 million to charitable organizations across Northern Alberta. The scale has accelerated dramatically in recent years, particularly through the 50/50 program.

Record-Breaking 50/50s: During the 2024 Stanley Cup Playoffs, the online 50/50 for a single game shattered records, with a total pot exceeding $4.1 million. The winning ticket took home over $2 million, while the Foundation’s share—over $2 million—was directed to community partners from that game alone. The 2023-24 season 50/50 program raised a total of over $26 million for the Foundation.
Direct Community Impact:
Food Security: Partnerships with the Edmonton’s Food Bank have provided hundreds of thousands of meals to families in need.
Access to Sport: Funding has allowed thousands of children to participate in sports through registration grants, removing financial barriers.
Healthcare: Multi-million dollar commitments to the Stollery Children’s Hospital Foundation have funded critical pediatric equipment, research, and family support programs.
Program Reach: Specific initiatives, like youth hockey development programs, engage tens of thousands of children annually across the province.

These figures represent more than money; they represent meals on tables, kids on the ice, and support for families during their most difficult times. The results solidify the Foundation as one of the most effective community arms in the entire National Hockey League.

Key Takeaways

The success of the Oilers Community Foundation offers valuable lessons for any sports franchise or large organization looking to deepen its community roots.

1. Authenticity is Non-Negotiable: The genuine, hands-on involvement of players, from Connor McDavid to the entire roster, is what transforms the effort from corporate charity to a community movement. Fans can see the real commitment.


2. Create a Self-Sustaining Engine: The 50/50 program is a masterclass in creating a fundraising mechanism that is engaging, scalable, and directly tied to the core product (the game). It turns fan passion into philanthropic power.


3. Depth Over Breadth: By forming fewer, deeper partnerships, the Foundation achieves measurable, transformative impact rather than superficial support across many causes. This builds stronger community alliances and clearer success metrics.


4. Integrate the Mission: The Foundation is not a separate entity; it’s woven into the fabric of the Oilers' identity. From broadcasts to arena signage to player interviews, the community message is consistent, making every fan a potential participant. This shared identity contributes to the unique history of Oilers fan traditions and rituals.


5. The "Win" is Off the Ice Too: While the ultimate goal on the ice is the Stanley Cup, the Foundation establishes a parallel championship standard for community contribution. It provides a lasting, positive legacy regardless of any single season’s outcome in the standings.

Conclusion

The story of the Edmonton Oilers is a tapestry woven with threads of on-ice brilliance, historic playoff runs, and the pursuit of hockey’s ultimate prize. Yet, an equally vibrant and essential thread in that tapestry is the work of the Oilers Community Foundation. Through a strategic, authentic, and fan-powered model, the organization has demonstrated that the true strength of a franchise is measured not only by points in the standings or Hart Trophy wins but by its positive footprint in the city it represents.

As head coach Kris Knoblauch works to build a winning system on the ice, the Foundation operates a proven, championship-caliber system for community impact off it. The roar of the crowd at Rogers Place after a power play goal by Draisaitl is matched by the quiet gratitude of a family receiving support, the joy of a child lacing up skates for the first time, and the comfort provided to a patient at the children’s hospital. In Edmonton, hockey is more than a game; it’s a community force. The Oilers Foundation ensures that the legacy of this team will be celebrated not just for the goals it scores, but for the hope and opportunity it creates for generations to come. This holistic success is what truly defines a franchise as iconic, making every fan’s connection to the team—whether discussing the latest line combinations or the success of a community initiative—part of a larger, proud story.

Discover more about the products and routines that keep your game-day experience fresh, like exploring options for healthy oral care, because taking care of the details matters, on and off the ice.*