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Insurance Goal of the Game
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What Is It?

As a way of supporting Victim Services at the provincial level, IBAA adopted the Insurance Goal of the Game™ in 2012–2014, a program that was running at every Alberta Junior Hockey League (AJHL) game throughout the province. The local broker who participated in the program picked the Victim Services Unit that the money was donated to if there was an Insurance Goal of the Game.

“Insurance goal” is the term for the goal that gives the winning team a two-goal lead. This fundraising program plays on the term “insurance” in that common sports phrase. In addition to community fundraising, the program is designed to promote the broker distribution channel through partnering with the AJHL. At the end of each game in which an “insurance goal” is scored, the player scoring the goal and our charity partner, Victim Services, will receive a small award on behalf of IBAA and a local broker. IBAA will match the donation that the participating local insurance broker makes to a local Victim Services Unit.

The Benefits

Each AJHL regular season and playoff game featured the opportunity for the IBAA Insurance Goal of the Game to be recognized. If a home team won by two or more goals, the post-game script featured an announcement recognizing the local IBAA broker along with the Victim Services unit that the local broker picked. The announcement was executed only if the home team secured victory by two or more goals.

IBAA Publicity

  • One public address announcement at every AJHL game. The announcement identified IBAA, the local broker, and the Victim Services Unit selected for support.
  • One quarter-page advertisement in all AJHL member club’s Game Day programs/inserts. AJHL provided IBAA with each member team’s logo for use in advertisements.
  • IBAA received 300 regular season tickets from the AJHL office. All tickets provided general seating for all AJHL arenas and were subject to availability. These were distributed to the local brokers who participated in the program.
  • IBAA utilize league teams for presentation opportunities in AJHL communities. These presentations were a great tie in for our government relations program.
The Insurance Goal of the Game got the Bipper out into the community both in the sports arena—arguably Alberta’s most popular sports arenas—as well as in the volunteer service community
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Through supporting Victim Services, the Insurance Goal of the Game program allowed Alberta brokers and IBAA to be there when people in our community needed us the most—when they have met with catastrophic disasters.

What Did It Cost IBAA Member Brokers?

Payment was collected only if an “insurance goal of the game” is scored.
  • Regular Season: $50 per game
  • Playoff Games: $100 per game
IBAA matched the donation to the Victim Services Unit that the broker has chosen to support.

Statistics and Other Information

All funds (the brokerage's funds and IBAA's matching donation) went to the brokerage's Victim Services Unit of choice. Victims Services is a worthy organization with about 120 locations operating in most communities throughout Alberta.

This concept has been utilized at the national level in the Canadian Hockey League and Memorial Cup.

The AJHL has 16 teams operating in or around major communities in Alberta from Grande Prairie (northwest) to Ft. McMurray (northeast) and Lethbridge and Medicine Hat (south), as well as most major points in between.

Each AJHL team plays a 60-game schedule during the regular season.

In the 2012–13 season, 195 games were won with an insurance goal: 163 of those games were won in the regular season; 32 of those games were won in the playoffs.

In the 2010–11 season, 281 games were won with an insurance goal; 162 of those games were won by the home team.

In the 2010–11 playoffs (excluding the final series), 32 games were won by an insurance goal with 19 of those won by the home team.

In the final series, 3 games were won by an insurance goal—all by the home team.

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