Key Takeaways
- DoorDash donated $60,000 to Big Brothers Big Sisters of Canada, allocating $2,000 for every Northern Super League home win during the inaugural season
- Funds support 12 Big Brothers Big Sisters chapters across six Canadian regions with NSL clubs
- Greater Toronto Area received the largest allocation at $20,000, followed by Ottawa at $15,000 and Vancouver at $10,000
- The donation funds mentorship programs focused on physical activity, nutrition access, and leadership development for youth
- Partnership connects DoorDash’s role as NSL founding partner with community-level youth programming
Victory-Based Funding Model Connects Professional Soccer to Youth Programs
As the Northern Super League wrapped its historic first regular season, founding partner DoorDash converted on-field success into community impact. The company donated $60,000 to Big Brothers Big Sisters of Canada, structured as $2,000 for every home-club victory during the league’s inaugural season.
The donation supports 12 Big Brothers Big Sisters chapters split equally across six regions where NSL clubs operate. DoorDash serves as the league’s exclusive on-demand delivery platform partner, a role that now extends beyond match-day logistics to fund youth programming focused on nutrition access, mentorship, and athletic participation.
“We’re committed to creating more equal access to opportunity in every community we serve,” said Heather Cameron, Head of Brand and Creative at DoorDash Canada. “Through our partnerships with Northern Super League and Big Brothers Big Sisters of Canada, we’re fuelling youth programs meal by meal, neighbourhood by neighbourhood, in hopes of being a small part of kickstarting the next generation.”
Regional Distribution Reflects League Footprint
The funding allocation mirrors the geographic presence of NSL clubs:
Greater Toronto Area: $20,000 across four chapters
Ottawa: $15,000 across three chapters
Vancouver: $10,000 across two chapters
Halifax: $5,000 to one chapter
Calgary: $5,000 to one chapter
Montreal: $5,000 to one chapter
This structure ties professional women’s soccer directly to youth services in the same markets, creating a regional connection between league activity and community programming.
Three Mentorship Programs Receive Support
The donation funds specific Big Brothers Big Sisters initiatives designed to build confidence and healthy habits through sport:
Go Girls! serves girls aged 11 to 14 through volunteer-driven group mentoring. The program emphasizes physical activity, healthy eating, positive self-esteem, and communication skills.
Game. Set. Match. uses sports as a framework for mentorship connections, combining athletic participation with shared meals and conversations about nutrition and wellness.
G.L.O.W. (Girls Linking Our Worlds) targets elementary students with programming focused on empowerment, leadership development, and confidence building.
“Access to nutritious food is foundational for learning, play, and confidence,” said Jill Zelmanovits, National President and CEO of Big Brothers Big Sisters of Canada. “From Vancouver to Halifax, DoorDash is helping children and families overcome barriers like food insecurity by providing access to mentorship, mental health support, and more.”
Building Long-Term Community Impact
The partnership represents DoorDash’s effort to connect its commercial role in the Northern Super League with tangible community outcomes. By linking corporate sponsorship dollars to youth programming, the structure creates a direct line between professional women’s soccer performance and local mentorship opportunities.
With the NSL playoffs now underway, the first season’s funding model provides a template for how corporate partnerships can extend beyond visibility and marketing to drive programmatic support in communities where leagues operate.
via: DoorDash
YSBR provides this content on an “as is” basis without any warranties, express or implied. We do not assume responsibility for the accuracy, completeness, legality, reliability, or use of the information, including any images, videos, or licenses associated with this article. For any concerns, including copyright issues or complaints, please contact YSBR directly.
About Youth Sports Business Report
Youth Sports Business Report is the largest and most trusted source for youth sports industry news, insights, and analysis covering the $54 billion youth sports market. Trusted by over 50,000 followers including industry executives, investors, youth sports parents and sports business professionals, we are the premier destination for comprehensive youth sports business intelligence.
Our core mission: Make Youth Sports Better. As the leading authority in youth sports business reporting, we deliver unparalleled coverage of sports business trends, youth athletics, and emerging opportunities across the youth sports ecosystem.
Our expert editorial team provides authoritative, in-depth reporting on key youth sports industry verticals including:
- Sports sponsorship and institutional capital (Private Equity, Venture Capital)
- Youth Sports events and tournament management
- NIL (Name, Image, Likeness) developments and compliance
- Youth sports coaching and sports recruitment strategies
- Sports technology and data analytics innovation
- Youth sports facilities development and management
- Sports content creation and digital media monetization
Whether you’re a sports industry executive, institutional investor, youth sports parent, coach, or sports business enthusiast, Youth Sports Business Report is your most reliable source for the actionable sports business insights you need to stay ahead of youth athletics trends and make informed decisions in the rapidly evolving youth sports landscape.
Join our growing community of 50,000+ industry leaders who depend on our trusted youth sports business analysis to drive success in the youth sports industry.
Stay connected with the pulse of the youth sports business – where industry expertise meets actionable intelligence.
Sign up for the biggest newsletter in Youth Sports – Youth Sports HQ – The best youth sports newsletter in the industry
Follow us on LinkedIn
Follow Youth Sports Business Report Founder Cameron Korab on LinkedIn