To grow fandom in a hockey-dominated market, we worked with NFL Canada to launch Forward Pass—a grassroots initiative powered by mobile activations at OSFL events and flag football championships. We worked closely with Football Ontario and local nonprofits to foster meaningful moments, not just fun. Coaches received curated gear to support their teams, while kids dove into accessible football drills, games, and mentorship opportunities. Prize tables and photo booths brought families into the experience, building emotional resonance beyond the field. Designed for high visibility and connection, Forward Pass laid the foundation for a more inclusive, community-driven fan base across Canada.