Thousands of kids across the United States and Canada participated in STARTER/NHL FREEZE PLAY™, the National Hockey League’s on-ice youth hockey program.

The program, sponsored by Starter and JOFA and managed by NMG, consisted of a four-week hockey curriculum designed to provide on-ice instruction and off-ice seminars to beginner hockey players (ages 6-12) and their parents.

STARTER/NHL FREEZE PLAY™ took place in 12 NHL markets that included Los Angeles, Montreal, New York, and Toronto for Aug.-Dec. 1997.

The program was launched in August ’97 with a month-long consumer sweepstakes in more than 200 participating retail outlets in the 12 NHL markets. Selected retailers in each market hosted an NHL player appearance to highlight the consumer promotion.

Each youngster participated in three local events that culminated in the STARTER/NHL FREEZE PLAY™ Festival, held on-ice at the local NHL team or practice arena, while also featuring a skate with local NHL team players and coaches.

USA Hockey and Canadian Hockey delivered programming that included on-ice and off-ice activities, skating and hockey instruction, and seminars for players and parents.