Detroit Red Wings Score Big on College Campuses with Youth Engagement and Hockey Development Programs… read more…
June 20, 2025 – Detroit, MI
In an ambitious move to grow the sport of hockey and develop its next generation of fans, the Detroit Red Wings have expanded their footprint across college campuses throughout Michigan and the Midwest. Through a new wave of outreach initiatives, scholarship partnerships, and campus-wide hockey engagement programs, the NHL franchise is creating a buzz well beyond the confines of Little Caesars Arena.
The program, known as Red Wings Campus Connect, has already partnered with over a dozen universities, including the University of Michigan, Michigan State University, Wayne State, and Grand Valley State. The effort aims to inspire college students to participate in the culture of hockey — not just as spectators, but as future industry professionals, athletes, and ambassadors.
Hockey Meets Higher Education
At the heart of the initiative is a multi-faceted plan to integrate hockey more deeply into college life. The Red Wings have introduced discounted student ticket programs, mobile pop-up fan experiences on campuses, and a scholarship fund for students pursuing careers in sports management, physical therapy, or athletic communications.
According to team president Steve Yzerman, “College students represent a crucial segment of our community — both in terms of hockey’s future and Detroit’s broader development. We want to empower students with opportunities and show that hockey belongs to everyone.”
This month alone, the Red Wings hosted “Red Wings Night” at Michigan State University’s Breslin Center and sponsored an intramural ice hockey tournament at Western Michigan University. These events drew thousands of students and featured appearances from Red Wings alumni, the team mascot Al the Octopus, and live giveaways, including signed jerseys and internships with the franchise.
Bridging the Gap Between Classroom and Ice
Perhaps the most innovative part of the Campus Connect program is the new internship and mentorship track that connects students in sports-related fields directly with professionals at the Red Wings organization. Students can apply for semester-long internships that rotate through departments such as media relations, analytics, player development, and fan engagement.
University of Michigan senior Alexis Monroe, who is studying Sports Marketing, recently completed an internship with the Red Wings’ digital content team. “It was a dream come true,” she shared. “I got hands-on experience writing player profiles, working on social media strategy, and sitting in on planning meetings. It gave me a real understanding of what a career in sports could look like.”
Faculty from participating colleges have also praised the initiative. Dr. Marcus Halpern, a professor of Kinesiology at Wayne State, said, “The Red Wings’ willingness to collaborate with academic institutions enhances our programs immensely. Our students get to learn from one of the most iconic sports brands in the world.”
A Focus on Inclusion and Local Growth
The Red Wings’ outreach isn’t just about visibility — it’s about equity. The franchise has made a point of reaching out to historically underserved colleges and community campuses. In partnership with Detroit’s Marygrove Conservancy and other community colleges, the Red Wings are helping develop accessible programs to make hockey more inclusive.
Through free skating clinics, equipment donation drives, and partnerships with collegiate clubs, the team is investing in the long-term diversification of hockey in the state. “We know that hockey hasn’t always been the most inclusive sport,” said Danielle Briggs, Director of Community Outreach for the Red Wings. “That’s why we’re intentional about engaging with all kinds of student communities — from Greek life to student veterans and first-generation college students.”
Eyes on the Future
The ultimate goal of the Campus Connect program is to create a sustainable pipeline of talent and passion for the sport of hockey, both on and off the ice. With a growing number of student ambassadors, club hockey sponsorships, and plans to expand into other states like Ohio, Indiana, and Illinois, the Red Wings are laying the groundwork for regional influence and lasting engagement.
“Our mission is bigger than just selling tickets,” Yzerman emphasized. “It’s about building a hockey culture that connects with young people, embraces their energy, and gives them tools to be part of this great sport in their own way.”
With enthusiastic support from university leaders, students, and NHL fans alike, the Red Wings’ presence on college campuses is shaping up to be one of the most forward-thinking strategies in sports marketing and community engagement. As the 2025–26 NHL season approaches, the team is not only gearing up for action on the ice — they’re also winning hearts and minds where it matters most: the classrooms and campuses of tomorrow’s leaders.
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