Home Ice Heroes

A season-long shelter partnership that turns adoptable dogs into fan favorites, creates memorable content, activates sponsors, and helps fund a service dog for a military veteran.

The Opportunity

Animal shelters often receive strong support during one-time adoption events, but maintaining visibility throughout the year can be difficult. Home Ice Heroes creates a recurring platform that supports local adoptions while giving teams fresh opportunities for fan engagement, community impact, and sponsor activation.

Pup-bassador Program

Each month, the organization partners with a local animal shelter to feature one adoptable "Pup-bassador” and raises funds to sponsor a service dog for a military veteran.

The pup becomes an honorary member of the team for the month, appearing across game presentation, social media, and community initiatives while helping promote pet adoption.

How It Works

1. Select the Pup-bassador
The team partners with a local shelter to feature one adoptable dog each month.

2. Introduce the Newest Teammate
The dog appears at a home game and is featured through game presentation, social media, and community content.

3. Support the Adoption
A sponsor covers the adoption fee and provides the new family with team-branded pet items.

4. Create a Larger Impact
Fundraising throughout the season helps sponsor a future service dog for a military veteran.

Fan Experience & Sponsorship

Fan Experience

  • Pregame introduction

  • Meet-and-greet and photo opportunity

  • Video-board feature

  • Intermission appearance

  • Adoption profile and QR code

Sponsor & Community Impact

  • Program naming rights

  • Branded adoption station and graphics

  • Adoption fee sponsorship

  • Team-branded welcome-home package

  • Contribution toward the service-dog fund

Content Opportunities

  • Pup predicts the winner

  • Behind-the-scenes videos

  • Meetings with players and staff

  • Day-in-the-life content

  • Adoption and family updates

Military Veteran Impact

Each adoption triggers a sponsor contribution toward funding a future service dog for a military veteran. Additional funds may be raised through purchase roundups, special merchandise, and select game-night activities.

The veteran receiving the service dog would be invited, with their dog and a guest, to Military Appreciation Night. Any in-game recognition would be completely optional and centered on thanking the veteran for their service, not promoting the program.

Season Finale: Pup-bassador Reunion

Adopted Pup-bassadors and their families are invited back for a season-ending celebration. The team shares:

  • Total dogs adopted

  • Updates from their new families

  • Funds raised toward the service dog

  • The future service dog, if one has been selected

The moment should focus on what the community accomplished together.

Potential Measures of Success

  • Adoptions completed

  • Funds raised

  • Sponsor participation

  • Social engagement

  • Game-day interactions

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