Whimble x 2025 World Juniors Case Study
Overview / Introduction
The IIHF World Junior Championship is more than just a hockey tournament; it’s a celebration of sport, community, and national pride. In 2025, Ottawa welcomed the event back for the first time in 16 years. Alongside the excitement, Hockey Canada and Ottawa Tourism recognized a vital opportunity: ensuring that all fans, regardless of ability, could fully share in the magic. To achieve this, they partnered with Whimble, Canada’s only on-demand CareTech platform, to make accessibility not an afterthought, but a defining feature of the games.
The Challenge
Major sporting events often fall short when it comes to inclusion. Fans with disabilities regularly face barriers in navigating arenas, accessing concessions, using washrooms, or simply enjoying time with friends and family without needing someone to step into a caregiving role. Surveys confirmed this reality; many fans said they would not have attended the World Juniors without reliable accessibility support in place. The challenge was clear: how could Ottawa set a new standard for inclusivity at international sporting events?
The Solution
Whimble stepped in with flexible, on-demand attendant services at both TD Place and the Canadian Tire Centre. Trained attendants were stationed on-site to assist with activities of daily living, including bathroom breaks, eating and drinking, mobility support, gear changes, and more. Accessible QR codes allowed fans to quickly request help from their seats. Importantly, Whimble’s attendants were punctual, professional, and responsive, giving fans confidence that their needs would be met without stress or delay. For many families, this meant enjoying the tournament together without one person being pulled away into the role of caregiver.
Results / Impact
The impact was immediate and powerful.
100% of surveyed attendees said they would recommend Whimble’s services to a friend.
Fans repeatedly emphasized that they would not have attended without this support.
Attendants recorded daily assistance ranging from meal support to toileting, merchandise purchases, and navigating sensory spaces.
Two media outlets, Ottawa Business Journal and le Droit, featured the partnership, underscoring its significance across Ontario and Quebec.
Nine formal recommendations were documented to further advance accessibility at future events.
Together, Ottawa Tourism, Hockey Canada, and Whimble raised the bar for what accessible international sport can look like.
Voices from the Community
“Your professional and convenient services made my trip to the World Juniors with my father even more enjoyable, we could focus less on care and more on hockey and quality time.” - Patron feedback
“Without Whimble, I would only have gone to a few games. With on-site support, I upgraded my tickets to a full package.” - Keven Smith-Worthylake, hockey fan with cerebral palsy (Ottawa Business Journal)
“It is stressful not knowing how your needs will be met. With Whimble on-site, fans can focus on the game, not on logistics.” - Emma Brown, Founder, Whimble
Partner Testimonial
“In partnership with Ottawa Tourism, Hockey Canada and the 2025 IIHF World Junior Championship aimed to make this World Juniors one of the most inclusive, accessible and sustainable events yet. Engaging with a female-founded Ottawa start-up like Whimble was a perfect complement to make our events experience more and more accessible for our hockey fans. We have never had dedicated attendants to support fans with disability needs; having this service available is a game-changer for our events! We were impressed by the turn-key nature of the service, and the great feedback we've gotten on it since.” - Khanh Be, Hockey Canada
Takeaways / Conclusion
The Whimble x 2025 World Juniors partnership shows how accessibility can transform from a compliance checkbox into a catalyst for inclusion, dignity, and joy. When fans with disabilities feel supported, everyone wins: families share experiences, venues become more welcoming, and events reach a broader audience.
By embedding accessibility into the very fabric of the tournament, Ottawa proved that world-class hockey deserves world-class inclusion. Whimble is proud to have helped redefine the standard, not just for the World Juniors, but for every major event that follows.