Sports Culture and E-Commerce Go Hand-in-Hand in Canada
Canadians love sports — especially hockey. Whether it’s the Stanley Cup playoffs, the World Juniors, or a national curling match, sports events draw massive attention. That attention is also an opportunity. If you’re running a Shopify store or just getting started, these moments are gold for online marketing. You can easily launch a niche store or themed campaign that aligns with sports buzz. Don’t have a store yet? You can create your store for free and get ready before the next big game.
Why Advertise During Sports Events?
Big games mean big emotions. Canadians are more engaged, social, and likely to buy during sports events. You’ll see spikes in Google searches, trending hashtags, and viral content. As a Shopify merchant, you can capitalize on:
- Team pride: Jerseys, caps, mugs, and flags sell faster.
- Watch party culture: Snacks, decor, and drinkware become seasonal essentials.
- Fitness and gear: People get inspired to play after watching.
- Limited drops: Time-sensitive collections sell out quickly.
You don’t need to be a sports brand to benefit. A well-timed ad during playoffs can outperform weeks of regular marketing. Create your store for free and ride the national hype.
What Products Work Best During Canadian Sports Seasons?
Here are high-converting product ideas across different niches:
- Hockey-themed merch: Apparel, novelty items, and local team gear.
- Home entertainment: Projectors, speakers, snack trays, and decor for watch parties.
- Sportswear & fitness: Performance wear, resistance bands, and recovery kits.
- Gifts & fan boxes: Curated bundles for fans and families.
- Pet gear: Dog jerseys, team leashes, or hockey-themed toys.
If your store is flexible, you can add a limited-time collection tied to the event. This makes your offer exclusive and creates urgency. Haven’t launched your Shopify yet? You can create your store for free today and prepare a themed campaign.
Shopify Ads: The Basics
Shopify makes advertising easier by integrating directly with platforms like Facebook, Google, TikTok, and Pinterest. Through Shopify’s Marketing section, you can:
- Create ad campaigns directly inside your dashboard
- Track performance across platforms
- Use Shopify’s customer data for smart targeting
For sports events, start campaigns 1–2 weeks before the game. Include countdown timers and “limited stock” copy. These triggers increase conversions. Create your store for free and test your first ad with a small budget.
Building the Right Campaign Strategy
To make your ads perform well, follow these steps:
1. Choose Your Platform Based on Your Audience
- Facebook & Instagram: Great for fan apparel and watch-party items.
- Google Shopping: Best for equipment, sportswear, and accessories.
- TikTok Ads: Use for viral hockey-themed content.
- Pinterest: Useful if you’re selling themed home decor or DIY items.
2. Use Geo-Targeting
Set your campaigns to focus on Canadian provinces with strong sports followings like Ontario, Alberta, and Quebec.
3. Tap Into Keywords & Hashtags
Use trending sports hashtags and keywords like:
- #StanleyCup
- #HockeyNightInCanada
- “buy NHL jersey online”
- “watch party essentials”
4. Create High-Converting Creatives
Design ads with visuals that match the moment. Use:
- Action shots (players, cheering fans)
- Limited edition banners
- Game-day countdowns
Your message should feel urgent, exciting, and connected to national pride.
Example Campaign: Hockey Playoff Bundle
Product: “Hockey Night in Canada Fan Kit”
Includes: Team shirt, beer mugs, popcorn bowls, and party flags.
Ad Copy:
“Get ready for game night! Limited fan kits available. Show your Canadian hockey spirit and order today!”
CTA: “Shop Now”
Target: Men & women aged 18–45 in Canada
Launch your store to sell it? Create your store for free
Promote on Social and Email Too
Don’t just rely on ads. Extend your campaign with:
- Email blasts: Offer early bird deals or VIP bundles
- IG Reels or TikToks: Unbox fan kits, show how to set up a watch party
- Contests: “Guess the score” or “Post your game face” with discount prizes
- UGC: Share customer photos and reviews from last season
Connect your email tool (like Klaviyo) and social apps to Shopify. It’s all seamless and trackable when you create your store for free.
After the Event: Retarget and Upsell
Don’t stop once the game is over. Many fans continue browsing merchandise, especially if their team wins. Here’s what you can do post-game:
- Retarget visitors who didn’t buy yet
- Send “celebration offers” if a local team wins
- Upsell related gear (e.g., championship merch, off-season gear)
- Invite customers to join your newsletter for upcoming drops
Shopify’s analytics tools help you segment customers by product interest and behaviour — perfect for targeted post-game offers.
