The Oshawa Generals, one of the Ontario Hockey League’s (OHL) most storied franchises, continues to draw strong attendance despite a relatively bumpy last decade. As of this season, their attendance numbers are among the highest in the league, even amid rising ticket prices and fluctuating fan interest.
The organization’s commitment to strategic promotion, engaging game-day experiences and community involvement has been pivotal in maintaining and improving their numbers.
Andrew Richard, the Generals manager of ticket sales and fan development, highlighted the team’s steady recovery from the COVID-19 pandemic. “I came in during COVID, so obviously that was an all-time low when it came down to sales,” Richard explained. “We started seeing an uptick in the last couple of years, partially due to team success, and people’s financials sort of stabilizing after the pandemic, and just a general interest rising in the team and hockey.”
While attendance is strong overall, the early season does present some challenges. “The first half of the season is pretty hard for us to sell,” Richard said. “People are still closing up their cottages, they want to hang on to the last couple nice weeks of warm weather.” To counter this, the Generals focus on group ticket sales to balance out their early season attendance.
Special promotions and themed nights also play a big role when attracting fans. Richard pointed to the success of events like “Country Night” and “Steve Dangle Night” which featured a popular hockey YouTuber and podcaster from the community. These unique promotions not only boost ticket sales but also attract new fans.
The team’s use of social media platforms like Instagram, TikTok, Facebook, and X, formerly known as Twitter, are also instrumental in their promotional strategy. “It’s kind of casting a wide net to cover all our demographics … just making sure that we’re letting people know when we’re playing, and who we’re playing (and) interesting storylines to follow,” said Richard. “It’s all about generating hype, whether it’s a big matchup between two teams, or maybe it’s a rival, or an exciting player in town that you don’t normally get a chance to see.”
In-game activities also enhance the experience, giving fans the chance to leave the rink with more memorable moments. Interactive features with the fans like the “cheer cam,” intermission games, such as sumo suits or bubble soccer, and sponsor-driven giveaways create a livelier atmosphere. These efforts make Generals games more appealing to everyone, especially those who may not be die-hard hockey fans.
As the Generals adapt to modern ticket trends, they face challenges in bridging the gap between older and younger fans. “It’s quite prominent that digital tickets and online tickets are the future, right? So, it’s becoming harder for our older fans to try and stay up to date with that,” Richard said. Though the Generals are ensuring that everyone is still able to get their tickets in their own ways, “We don’t want to abandon our older fans who rely on those paper tickets, and phone calls,” Richard explained. This dual approach shows the team’s commitment to inclusivity while also staying competitive in a rapidly changing market.
While strong team performance undeniably impacts the attendance, Oshawa’s loyal fan base ensures a solid turnout even during less successful seasons. Richard emphasized the draw of big matchups, particularly the rivalries with the Peterborough Petes and the London Knights. “If you’ve never been to a Generals game before, most people’s first game will be a Peterborough Petes versus Oshawa Game just because it’s the oldest rivalry in junior hockey, and then of course people look out for those big matchups like London,” Richard explained.
The Oshawa Generals continue to set a high standard in the OHL for fan engagement and attendance. Through promotions, a focus on affordability and an emphasis on community, the organization ensures that games remain a staple of local entertainment in Oshawa. With a balance of tradition and forward-thinking strategies, the Generals are well-positioned to sustain their success for years to come.