Launching an event that would become a phenomenon

What’s so great about pond hockey? Just ask the sports lovers who grew up in cold climates like Minnesota. It’s hockey the way nature intended, in the great outdoors.

Fred Haberman grew up playing this way. And in 2006, in the throes of a midlife crisis, he wanted to play again, with folks who love it as much as he does.

THE IDEA

Let’s Play

Haberman created the U.S. Pond Hockey Championships and put all of its talents on display: branding, digital, PR, merchandising, marketing, sponsorship and grassroots organization.

The Results

550-plus million media impressions and more than four million web hits.

The Today Show, Good Morning America, New York Times, Outside Magazine, USA Today, Los Angeles Times, Wall Street Journal and National Public Radio all followed the tournament.

Hundreds of teams from across the country participate and more than 20,000 spectators attend.

RESULTS

10 years later, it’s a national tradition.

RESULTS

ESPN listed it as something sports fans should do before they die.

Sports Illustrated called it “perfect in every detail.”