AtoMc power

Kudos to McDonald's Canada for upping its involvement in minor hockey with the new atoMc program.
Announced today by Hockey Canada, the program focuses on the most pivotal - and some would say the most fun - age of hockey when kids are still in awe of coaches, have the skill to execute instructions and don't yet have the attitude to reject all coaching advice.
In a way, McDonald's is catching up to Tim Hortons, the iconic Canadian coffee and doughnut shop, which sponsors the Timbit program for first-year players in communities from sea to sea.
Wonder if that's why Tim Hortons coffee is the official drink of Canadian hockey parents.

Why minor hockey can't succeed in the U.S.

If the U.S. can't love Tim Hortons, then how can they love minor hockey? How is it possible outlets in America are closing? In Canada, Timmies and kids' hockey are joined at the hip. So much so, that in my son's home arena the food booth vendor has put up a sign purporting to sell Tim Hortons coffee. Of course it's not a franchise - he just bought a take-home tin and is brewing away.

Here's what a typical Canadian minor hockey volunteer looks like before a game. Note the spiffy West London Hawks jacket. And the tournament tie.