Amazon and the NHL Players' Association have expanded their partnership with a commitment of more than CAD $1 million for community organisations in all 32 NHL cities. The funding will be distributed across North America during the 2026/2027 hockey season.
The programme focuses on local groups working to make hockey more accessible and inclusive. As part of the rollout, NHL players will visit Amazon facilities in each city, meet employees and present donations to organisations in their communities.
The first event took place in Ottawa, where three organisations each received CAD $25,000: Ottawa Power Wheelchair Hockey League, Canadian Blind Hockey Association and Next Shift Canada. Youth participants from those groups also joined Washington Capitals player Tom Wilson and New York Islanders rookie Matthew Schaefer on the ice.
The expanded agreement builds on a relationship that began in 2024. Until now, the partnership focused on community work in Canada before extending into the United States, linking donations to local charitable groups with player appearances.
Through the 2025/2026 NHL season, the partnership delivered more than CAD $60,000 in donations in Canada and more than USD $230,000 in the US. The organisations involved used that support for projects including facility expansion and broader access to community programmes.
Local focus
Brian Huseman, Amazon's Vice President of Public Policy and Community Engagement, said the expanded programme would be built city by city rather than through a single national initiative.
"This expansion of Amazon's partnership with the NHLPA will support hyperlocal community projects in 32 cities across North America," Huseman said. "Our $1 million CAD commitment will further demonstrate that creating positive community impact requires not only investment in jobs and infrastructure, but meaningful local engagement and support for the causes that matter most."
For the NHLPA, the tie-up also extends the reach of its Goals & Dreams programme, which players have long used to support grassroots hockey. The joint work with Amazon will now cover every NHL market.
"The NHLPA is proud of the continued growth of our partnership with Amazon," said Marty Walsh, Executive Director of the NHLPA. "Through this joint initiative with Amazon and NHLPA Goals & Dreams, players across the league will continue giving back in the communities that support them every season. We look forward to expanding these meaningful connections next season to all 32 cities."
The Ottawa launch highlighted the types of organisations likely to benefit. Ottawa Power Wheelchair Hockey League supports athletes with physical disabilities, Canadian Blind Hockey Association works with players who are blind or visually impaired, and Next Shift Canada focuses on inclusion and diversity in hockey.
Ottawa donations
Representatives of the three groups said the funding would support efforts to remove barriers to participation in the sport.
"We sincerely thank Amazon and the NHLPA for their $25,000 CAD donation. This support is transformative-it will inspire the next generation, break down barriers, and help ensure that the future of hockey is more diverse, inclusive, and representative of everyone who loves the game," said Mack Janes of Next Shift Hockey.
"The Ottawa Power Wheelchair Hockey League is built on the idea that hockey should be accessible to everyone, regardless of physical ability. Support from NHLPA Goals & Dreams has already helped us create meaningful opportunities for our athletes, and this new commitment alongside Amazon will have a direct impact on our ability to grow the game in Ottawa. This investment goes beyond equipment or programming; it strengthens a community where athletes can compete, connect, and thrive," said Louis Fiset of Ottawa Power Wheelchair Hockey League.
Canadian Blind Hockey has worked with the NHLPA's charitable arm for more than a decade, according to Executive Director Matt Morrow, who said the latest donation would help extend access to the sport.
"The NHLPA Goals & Dreams program has provided blind hockey players with equipment since our first-ever Children and Youth Camp back in 2014, and they've been with us as we've grown the sport across the country from Victoria, BC, to St. John's, NL, including our fantastic program here in the nation's capital. The continued support from the NHLPA, and the generous gift from our new partners at Amazon, is going to go a long way to ensuring that every Canadian who is blind or visually impaired has the chance to play Canada's national winter game next season," Morrow said.
Players involved in the Ottawa event framed the initiative as a way to connect league members with local communities away from the rink.
"It's always special to give back to the communities that support us as players, and I'm thrilled to be a part of this incredible announcement between the NHLPA and Amazon today," said Matthew Schaefer, an NHLPA member. "This partnership is going to benefit charities all across the league, and having the chance to see the impact firsthand here today in Ottawa to kick it off is very special."
"Hockey has always been connected to community, and this partnership between the NHLPA and Amazon is another example of how we as players can give back and connect with people off the ice," Tom Wilson said. "I'm proud to be here today on behalf of all NHLPA members to celebrate how the expansion of this partnership will help in more cities and to hit the ice with these three awesome local charities in Ottawa."
The NHLPA says Goals & Dreams has donated more than $27 million to grassroots hockey programmes since its launch, reaching tens of thousands of children in 45 countries.