HUB International’s Prairies division has entered into a partnership with the Calgary Flames, becoming a “Proud Partner” of the NHL club for the remainder of the 2025–26 season, in a move that ties brand visibility to community and youth‑sport initiatives in Alberta.
Hub International Canada West ULC, Prairies Division, said the agreement is intended to deepen relationships with clients and partners across Alberta and the wider region, while supporting youth hockey and safety programs in Calgary.
“The Calgary Flames are deeply embedded in this community, and this partnership reflects HUB's commitment to the people and businesses we serve across the Prairies,” said Ryan Matthews, president and CEO of HUB Prairies Division.
“This partnership creates opportunities to bring clients closer to experiences they value while making a tangible difference for young hockey players who need access to safe, quality equipment,” added Doug Lyall, CSO of HUB Prairies Division.
The deal includes a mix of arena and digital brand visibility, hospitality and community‑focused initiatives. HUB will be present across the Flames’ commercial platform and is expected to play an active role in youth sport and safety initiatives in and around Calgary.
“We're excited to welcome HUB as a Proud Partner,” said Robert Hayes, president and CEO of Calgary Sports and Entertainment Corporation. “HUB's commitment to our community extends well beyond the rink, and their focus on making hockey safer and more accessible for young players aligns perfectly with our values.”
For insurance professionals, the partnership comes as HUB continues to scale through both acquisition and organic growth. The privately held brokerage generated an estimated US$4.77 billion of revenue in 2024 and is now ranked among the world’s largest brokers by revenue, as well as the largest privately owned broker. HUB has completed more than 850 acquisitions since its founding, including 60‑plus deals in each of the past two years, and in 2025 secured a US$1.6 billion minority investment led by institutional investors that valued the firm at around US$29 billion. That capital injection is intended to support further M&A and regional expansion.
Against that backdrop, a high‑profile sports partnership gives HUB additional profile in Western Canada, where global brokers and large Canadian intermediaries are competing aggressively for middle‑market and specialty business. Sports tie‑ups also provide platforms for client entertainment, community engagement and sector specialization in areas such as sport and entertainment, event liability and corporate hospitality.
HUB’s Prairies division provides risk management, commercial and personal insurance, employee benefits and retirement planning services to businesses and individuals across Alberta, Saskatchewan, Manitoba, Yukon, Northwest Territories and Nunavut. The Flames deal is likely to be used to reinforce that regional footprint, while aligning the brokerage with community and youth‑safety narratives that many corporate buyers increasingly expect from their risk and benefits partners.
