Puppies and Partnerships

How Dogs Are Taking on the NHL

Hockey fans are watching the game grow in new ways each season. Maybe it’s a theme night, or a night that highlights an important cause. That could be something along the lines of hockey fights cancer or a Pride night. Perhaps it could be something lighthearted to get fans out to a game like a gift at the door. The addition of dogs may just have the toughest hockey fans stopping to pet a pup before heading to their seats.

Fans can watch a fun puppy video while supporting their favorite team. Those clips go beyond cute social media content, it also support a cause. The New York Islanders, Utah Mammoth, and Minnesota Wild are a few teams that have a partnership with a puppy. Which fans get to see the new teammate grow as the season unfolds. Bringing in puppies supports the idea of growing the game. And while it’s cute to watch, it’s rooted in a much larger purpose. Gifting someone a service dog could mean giving someone their freedom and a new take on life.

Fans get to experience the enjoyment these puppies bring. Everything is a training opportunity for these four-legged students. That is especially true when they’re around large crowds at a game. In addition to that it brings joy through social media content. That joy is only a small portion of what these dogs will do for the recipient. To that person it could be a gift that changes their entire life. The challenges they sometimes face may seem a little smaller with someone by their side. A support that is unspoken but promised.

The New York Islanders are familiar with taking on a puppy. As of the 2025 season, the organization has had six puppies enrolled in “Puppy with a Purpose,” which works alongside America’s VetDogs and the Guide Dog Foundation. This year, the fans named their pup Marty, which pays homage to the New York Islanders forth line legend, Matt Martin. With the next chapter of his career in the front offices, his name may come up even more now with Marty running around. The organization’s partnerships support a pup that takes on months of training while also getting to meet fans around the concourse.

The partnership was solidified in 2018, between the Islanders and the foundations with which they continue to work alongside. Initiatives are based around raising service dogs for those who are visually impaired, as well as veterans. To train these puppies comes with a hefty price tag. And the programs are supported by donations and sponsorships.

Just like training any dog, socialization is a key element. That means when fans stop to take pictures and pet the new unofficial mascot of the season they are also supporting the cute trainee in being comfortable in any setting the puppy may find themselves in.

Each year the organization takes on a new puppy. The name is voted on by fans, and the choices are a nod to a former Islanders player. Islanders’ legend Butch Goring may be in the broadcast booth, but he also shared a name with the pup for a season. Islanders’ Butchie the Lab worked with trainers for about 14–18-weeks to get him up to speed before he heads off to formal training. When the time comes, he gets placed with someone he gets to help for many years to come. And Marty will have a similar experience.

But the Islanders take it one step further. The organization has created something that has become a staple in many homes. The Pucks and Paws calendar shows off the players and showcases the puppy that serves as a mascot for the season, as well as other dogs that hold important roles.

The Utah Mammoth, like the Islanders, has a puppy they get to co-raise with fans. Utah’s fans get to see Archie, a lab that is raised in partnership with America’s VetDogs. His socialization is designed around him becoming a dog that will become a service dog for a veteran in need after he completes his formal training. His name comes from the Arches National Park in Utah. No matter where Archie goes, he’ll have a little something that ties him to where he came from.

Another notable team that takes on a partnership is the Minnesota Wild. They work with Coco’s Heart Dog Rescue to adopt a dog and Soldier’s 6 to bring on a team puppy to train. They have a “Battle Buddy” which completes training like the Islanders and the Mammoth. This service dog will also help a veteran or first responder with PTSD. The Wild have had this partnership in place since the 2019-2020 season.

Canadian teams in the league also make sure to get involved. The Vancouver Canucks sponsor a puppy through the organization B.C Guide Dogs. Eddie, the black Labrador, named after former Canucks defenseman Alex Edler, has the role of training to offer support to individuals with PTSD, autism, and visual impairments. Like many of the other teams, his journey is well documented through social media.

These pups support a much larger cause, as well as influence social media engagement, become the main attention grabber at community events, and become the face that fans recognize, which will help someone in need. While it’s fun to witness the partnership between dog, players and fans there is more there beyond a social media post. Teams will post sporadic updates of where the dogs are, how they are adjusting to their new roles and how they are helping their new owners.

Taking on these partnerships could mean that more leagues and teams could take notice. The goal is to create a ripple effect for more partnerships to be created. While working hard is vital for these dogs, some time could be found to play hard too. Especially when they get to visit players and staff. These dogs aren’t the stars on the ice, but they sure are off of it.