Halifax Tides jersey partnership about a mission, not money

The Halifax Tides soccer team is getting ready for its inaugural season later this year.

The Northern Super League kicks off next month, marking the beginning of professional women’s soccer in Canada.

“The Halifax Tides and this league isn’t just playing for what will be my granddaughter’s inspiration, they’re also playing for all the women that never got to play in the last century,” says Jennifer Gillivan, president and CEO of the IWK Foundation.

The Halifax Tides unveiled their kits earlier this week and while there’s often big money in sponsorships, the main logo on the crest is not being paid for; it’s a partnership between the team and the IWK Foundation.

“We’re thrilled that they’re going to carry the message of equality for women’s health alongside equality for women’s sports,” says Gillivan. “It’s priceless. You think about what we’re doing in Canada, trying to really change research, get more research for women, change the medical system so that we’re actually considered. We’re not the ‘male is the standard norm.’ It’s for females.”

The Tides say it’s a like-minded partner.

“Our collaboration with the IWK Foundation is about more than a traditional partnership; it’s a commitment to driving meaningful change in women’s health, well-being, and equality,” says Val Malone, the club’s president. “We believe that equity in health care, sports, and society as a whole is not just an aspiration but a necessity. Together, we are using our platforms to amplify these conversations, create opportunities, and support initiatives that make a lasting impact.”

And strong branding in sport is certainly a key component to success.

“If (the charity has) ties to the local community, then it becomes self-reinforcing that if you support the local team, then the locals will support you, which makes them want to support the local team even more,” says Moshe Lander, an economics professor at Concordia University and part-time faculty at Dalhousie University.

So, in a roundabout way, that ultimately means there will be financial support.

“They will be able to do fundraising, they’re going to do it for us where we’re able to promote them; we will be promoting them,” says Gillivan. “I’m sure you’re probably going to see them at the phone bank if their schedule allows on the telethon, for example.”

The Northern Super League takes the pitch across the country next month, with kickoff for the first-ever Halifax Tides game at Wanderers Grounds April 26.

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