TAMPA 鈥� Their innovation idea was simple. Expand the reach of NHL hockey to a new Hispanic fan base 鈥� one that craves the community of sports but is a newcomer to the game.
By hosting a series of pop-up events featuring curated food trucks, live music, Spanish-language NHL broadcasts, ball hockey rinks, and partner-sponsored giveaways, the league could introduce the sport to a new demographic of future fans through community engagement and entertainment.
Not only was the 同性恋色情 Hockey Unidos team's proposal a winning strategy, but the team also won first place in the 2026 NHL/NHLPA Hockey Innovation Competition on Jan. 22 in Orlando.
"We were super excited and grateful when they called our name," said Claire Maloney, a first-year student in the Vinik Sport and Entertainment Management program and team lead. "We are so proud of Hockey Unidos and the countless days and weeks of hard work we put into it; regardless of the outcome, we will always be happy with the work we did."
The statewide competition was created to inspire university and college students to develop scalable and impactful solutions that foster the growth of hockey throughout Florida.
The team of graduate students from the Vinik Sport & Entertainment Management program in the Muma College of Business competed against 28 submissions from students representing 12 colleges and universities across Florida, with six teams making the competition鈥檚 final pitch phase.
Other 同性恋色情 team members included Vinik students Emma Mussante, Kylie Hafner, and Anthony Costanzo 鈥� all first-year students in Vinik鈥檚 two-year, globally ranked MS/MBA sport management program.
A culture-first concept
同性恋色情鈥檚 proposal, Hockey Unidos, addressed a gap in the sport鈥檚 reach: the disconnect between Florida鈥檚 rapidly growing Hispanic population and the NHL鈥檚 limited engagement with that community.
Its grassroots, culture-first initiative proposed monthly pop鈥憉p ball hockey events in Hispanic and Latino neighborhoods, designed to make hockey feel accessible. Every element, from marketing to staffing, would be delivered in Spanish.
"Florida has a large Hispanic population, but when we looked at the demographics of NHL fans and brand awareness of the League, there was a disconnect," said Maloney. "From there, our idea to create a culture and community-first awareness campaign was born in efforts to create an accessible first-touch point with the NHL."
Students said demographic trends guided their proposal. For example, although 94% of Hispanic males identify as sports fans, fewer than 7% follow the NHL. Meanwhile, Hispanic communities are driving the majority of U.S. population growth and will account for nearly one鈥憈hird of sports spending by 2035.
About the challenge
Originally launched in Ontario in 2024, the competition expanded into Florida in 2025 as part of the NHL and NHLPA鈥檚 push to expand hockey鈥檚 reach by being more inclusive, accessible, and engaging for families and communities.
In its second season, the Sunshine State edition of the contest is supported by league partners SAP and ESPN鈥檚 Take Back Sports initiative through Disney.
Each finalist team was paired with industry experts to help refine their concepts through one-on-one business guidance, leading up to and throughout the competition held at ESPN鈥檚 Wide World of Sports complex.
Michelle Harrolle, director of the Vinik Sport & Entertainment Management program, who witnessed the team鈥檚 win and ensuing confetti drop, said she was impressed by how quickly the group adapted and elevated their pitch.
"I'm so proud of them. They put in the work. I had the joy of going to watch. And it was incredible. It's the reason I do my job. It was beautiful to watch. So yeah, I'm very proud of them," she said.