The Chicago Blackhawks Military Appreciation Night presented by Richard (a veteran-owned and Chicago-based commercial construction company) was an opportunity to honor the sacrifices and contributions of veterans, active service members, and their families across Chicagoland. This special enhanced game night celebrated the military through storytelling and meaningful recognition of veterans and their families at the United Center and beyond.
Throughout the year, the Blackhawks and Richard recognize veterans through the national anthem experience and Hero Salute in-game moments in addition to recoginizing the heros in a monthly social media post. Military Appreciation Night amplified our ongoing efforts to create a special night of reflection and celebration. In addition to the sponsorship of Military Appreciation Night, Richard’s contribution of $25,000 to the Blackhawks Foundation to help support the Blackhawks military focused initiatives have gone towards celebrating our year-round engagements and partnerships through offering suite access to games, VIP opportunities, player meet and greets, and more. Year-round engagement with our community partners such as Warriors Hockey Team, the United Service Organizations, Trickster Arts Gallery, and the Level Zero Heroes Hockey Team include skating and community building, Blackhawk player learning sessions, and volunteering opportunities to support families and Veterans in need. The Blackhawks also provide direct grants to support each organization’s priorities that include supporting Veterans in the Native community who are in need, supporting learning opportunities for young people to work alongside Veterans, supporting families of active military through the holidays, and furthering recruitment to support mental health for Veterans through hockey.
The Chicago Blackhawks, in collaboration with the Chicago Blackhawks Foundation and Richard, worked across departments to orchestrate a special evening dedicated to honoring the courageous men and women who have served or are currently serving our nation. Over the course of several weeks, the team focused on enhancing the visibility and impact of Military Appreciation Night by expanding our storytelling, fan engagement, and partnership with Richard across digital, social, email and out of home advertising of this effort. While our ongoing efforts to recognize military personnel at each game have been successful, this event required a more strategic approach to deepen emotional connections and amplify awareness. Additionally, by highlighting unique narratives and refining the event experience, this year's Military Appreciation Night stood out from previous years.
For Military Appreciation Night, the Blackhawks hosted a pre-game experience in the atrium, allowing fans to arrive early and engage with on-site activations that enrich the overall event experience. This year, the Events & Experiences team included a "HERO WALL," where fans could write the names of loved ones they honor who have served or are currently serving in the military. To further enhance the pre-game experience, the partnership team invited Richard on-site to offer informational materials and distribute hockey pucks featuring a QR code that encouraged fans to visit the Richard landing page for a chance to win an exclusive prize package featuring Blackhawks gear. This initiative not only provided the partner with a valuable opportunity to engage with fans but also helped increase brand awareness and strengthen the sponsor’s connection with the Blackhawks' audience.
The internal teams worked together to thoughtfully select honorees who were celebrated with a special recognition during the game in acknowledgment of their service. Honorees throughout the night included Owner and CEO of Richard, Jed Richard, active-duty Gunnery Sergeant Zachary Kapinus and the Chicago Warriors Hockey Team. The first honoree of the evening, Jed Richard, CEO and President of Richard, exemplifies the fusion of military discipline and entrepreneurial vision that has transformed the construction industry. Following three tours in Afghanistan as an Airborne and Ranger Qualified Captain in the U.S. Army, and his tenure as a private contractor with the U.S. Department of State’s Building Division, Jed founded his general contracting and construction management firm, Richard, in 2015. In 2024, Richard was honored with the HIRE Vets Gold Medallion Award for the fourth consecutive year, a testament to the company’s commitment to hiring three times the number of veterans compared to other firms.
The Military Appreciation Night marketing campaign generated a total of 2.1 million impressions across our social and digital channels, while delivering over 1.8 million email communications to fans promoting the event. Our team strategically leveraged our highest-performing assets to maximize reach and engage the largest possible audience.
The Blackhawks provided the Richard team with the opportunity to activate on-site during Military Appreciation Night, where they distributed 3,650 branded pucks, each featuring a QR code that directed fans to a landing page to enter for a chance to win a prize package, including a Blackhawks jersey and Richard-branded gear. This initiative resulted in 470 sign-ups, translating to a 12% engagement rate, which is notably high for the construction industry.
