Trailblazing Goalie Shannon Szabados Draws Support Across Social Media

Published on Elle BeaverMarch 11, 2014

It’s been a busy couple weeks for Shannon Szabados.

Just over two weeks ago, the 27 year-old was laying at centre ice of the Bolshoy Ice Dome in Sochi with a gold medal around her neck and her 20 teammates standing behind heras Szabados celebrated a second straight Olympic gold medal win.

On Wednesday, Szabados accomplished another remarkable feat: suiting up with the NHL’s Edmonton Oilers for a morning practice. Just two days later, Szabados joined a short list of women who have signed contracts to play for a professional men’s league when she joined the Columbus Cottonmouths of the Southern Professional Hockey League.

Despite the impressive achievement of practicing with the Oilers, it wasn’t quite what some fans wanted. The previous night, users took to Twitter with the hashtag #SzabadosForBackup as they crossed their fingers to witness history. Earlier in the day, the Oilers traded away their backup goalie Ilya Bryzgalov and in turn brought in another goalie, Viktor Fasth, in a separate trade. The problem staring down the Oilers was a big one: with a game the same night that the trade happened, they were without a backup goalie.

Shannon Szabados Edmonton Oilers Goalie

Surprisingly, this conflict happens more than expected. Due to a rule in effect from 1966, the NHL requires teams to have two goalies dressed for each game. In the past website producers, beer league veterans, and local hockey coaches have all gotten frantic calls to dress as an emergency backup.

Edmonton’s situation was more unique: they had (a bit) more time to organize a backup goalie, and the city is heavily ingrained into the history of hockey and has a wealth of local talent. Szabados, a native of Edmonton and current starting goalie for the Northern Alberta Institute of Technology men’s hockey team, was a serious contender. Had she got the call, she would have been the first female to dress for a regular season NHL game.

Ultimately, the Oilers dressed Kurtis Mucha, the starting goalie for the University of Alberta’s men’s team. While the hopes of creating history were dashed, the real progress was happening online.

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Dodge Ventures Into New Sponsorship Territory on Twitter

On first glance, sports branding seems to have filled every crevice in broadcasting imaginable. Dodge has managed to find one sitting right under our noses.

Screenshot of Bob McKenzie's Twitter account from March 4, 2014

Notice the “TSN TradeCentre Tweets Presented by Dodge Ram.” Taken March 4, 2014

ESPN leads the way on this front, as their “Sunday NFL Countdown” has six companies with branded segments, while “Monday Night Football” programming has 14. Their college football pre-game show comes complete with a coach bus that drives around splattered with The Home Depot’s logo.

Maybe it shouldn’t be any surprise that ESPN’s sister station to the north has upped the ante.

TSN’s one-day TradeCentre program, which basically provides breaking news, analysis, and predictions on the NHL’s annual trade deadline, is one that has helped the network stand out as a premier hockey authority.  Featuring a panel of some of the top hockey analysts, often seen furiously typing away on their smartphones, it’s not surprising the show draws sponsorship.

Seeing the massive following that their analysts have amassed on Twitter (as a result of their hockey authority and knowledge, mind you), Dodge has decided throw their sponsorship behind individual tweets and “personal” accounts.

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