Skates, Sticks, Support: SMS Equipment and the Mushkegowuk Cup

March 11, 2024

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The arena holds its breath as players rein in their focus, tapping their sticks in anticipation. The buzz of the crowd fades away. Eyes lock. Hearts pound.

And the puck finally drops.

It's a snapshot of pure hockey intensity, where every second counts — and where every move leads to so much more than a win.

The 15th Annual Mushkegowuk Cup wasn’t your average hockey tournament. Drawing 56 First Nation youth hockey teams (setting a record!) from across Northern Ontario and Quebec to the city of Timmins, it's a testament to the power of sports bringing communities together.

For young athletes, the Mushkegowuk Cup is a chance to showcase their skills, push their limits, and make memories that will last a lifetime. For SMS Equipment, it’s a chance to contribute to meaningful and impactful experiences.

As proud diamond sponsors of this vibrant community event, we were honoured to support the tournament's mission of fostering youth development, community engagement, and the love of hockey.

“Partnering with the Mushkegowuk Cup isn't just about sports; it's about being as present as possible in the communities where we live and work,” says Curtis Westcott, Operations manager of the Timmins branch. “With SMS Equipment’s commitment to social engagement in these regions, ‘Mush Cup’ is such an incredible way to celebrate the spirit of hockey while contributing to the well-being of Indigenous youth.”

The Mushkegowuk Cup is Timmins’ largest sporting event for good reason — it's about so much more than just the game on the ice. Families reconnect, communities rally behind their kids, and the weekend spills over with the thrilling energy of competition.

What’s more, the tournament contributed an estimated $2 million to the local economy over the weekend with over 5,000 attendees. In support of SMS Equipment's social engagement pillar, the Mushkegowuk Cup not only fostered community connections but also Indigenous youth initiatives, enriching the vibrant tapestry of Northern Ontario's hockey culture. We’re grateful to stand alongside the Mushkegowuk Cup organizers, volunteers, and supporters, with all proceeds from the tournament going towards future Indigenous youth initiatives, events, and funding — ensuring its impact extends far beyond the rink.

As we celebrate the success of another Mushkegowuk Cup, SMS Equipment is also looking to the future. Our investment in the Timmins area, where we are scheduled to unveil our new facility investment in the 2nd half of 2024, will further support the local economy and community. An incredible journey lies ahead as we continue to grow alongside the vibrant communities of Timmins and area.

Congratulations to all the teams, players, coaches, volunteers, and supporters who made the tournament possible. Together, we've scored a winning goal for community, hockey, and the future of Indigenous youth in Northern Ontario.

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