Every summer, the Brick Invitational Hockey Tournament returns to Edmonton’s West Edmonton Mall Ice Palace to host some of North America’s top youth hockey players for a week-long competition. The annual U11 tournament brings together players and teams from all over North America including hockey epicenters like Toronto, Boston, Vancouver, Detroit and Chicago – making it one of the most prestigious youth hockey tournaments in the world.
Just completing its 36th year since its inception in 1990, the tournament has served as an incubator for some of today’s biggest stars including Jack Hughes, Connor McDavid, Ryan Nugent Hopkins, Auston Matthews, Connor Bedard and more. Acting as a launching pad for many successful careers with several playing going on to play in the college, junior and professional ranks.
This year’s tournament was no exception to previous years’ action and excitement with several moments showcasing these young players dedication to the game– including a double overtime championship game where Toronto Pro Hockey was announced as the 2025 Brick Cup Champions.
Our Brookline team was proud to be “on the bench” to support the tournament’s overall media relations strategy for the fourth consecutive year. Our team led pre, during and post tournament media efforts, ensuring strong visibility across local, national and international outlets by:
- Crafting and distributing tournament media advisories
- Coordinating media attendees at a press conference and jersey presentation
- Managing media outreach for the championship game
- Developing and sharing a post-event press release
- Coordinating interview requests pre, during and post-tournament
From local news to national platforms, including coverage from outlets like Barstool Sports – we generated 587 media stories and 285,110,587 media impressions. We were excited to be a part of the buzz this tournament brings and celebrates! With the final whistle and winners announced, we are already looking forward to next year’s tournament.
Sydney Karaja is an Account Executive at Brookline Public Relations. Her background blends a mix of public relations and digital marketing including expertise in media relations, digital strategy and influencer partnerships. Taking a results-driven approach, she’s passionate about telling stories that inspire and connect audiences to the spaces around them.
