Elmira Sugar Kings

The Elmira Sugar Kings have been a part of the sports scene since 1971. This came out of a desire from local sports and business people for skilled hockey players who wanted to play at a greater level than Minor Hockey without leaving town. Their goal was to give local kids a chance to play Junior Hockey at Home.^[1] The Elmira Juniors first played at the Junior "C" level during the 1950s and 1960s, winning the Clarence Schmalz Cup in 1962 before rebranding to the Elmira Sugar Kings. The name was chosen as a nod to the "sweet success" of the local Elmira Maple Syrup Festival, which still stands holding the Guiness World Record for the World's Largest Single Day Maple Syrup Festival in the world.^[2] The Elmira Sugar Kings' 1st season was in 1971–72, but in 1973, the Sugar Kings entered the Southwestern Junior "B" Hockey League. In that first Junior "B" season, the Sugar Kings won the league championship. In 1974, the league became the Waterloo-Wellington Junior "B" Hockey League, which changed its name to the Midwestern "B" in 1977. Through much of their first 20 years, the Kings were inconsistent—some years finishing with more than 30 wins, some years fewer than 10. But throughout the late 1990s and early 2000s, the Sugar Kings were one of the most dominant teams in Canadian Junior Hockey. In 1997, 1998, 2001, 2002, 2008, 2011 & 2015 the Kings reigned as Mid-Western "B" champions, winning the Sutherland Cup as Ontario Hockey Association Junior B champions in 1997, 2001, 2011 & 2017.

In the decade following their 2011 championship, the Sugar Kings maintained their status as a perennial contender in the Greater Ontario Junior Hockey League (GOJHL). The 2016–17 season marked a significant milestone as the team captured its fourth Sutherland Cup title, defeating the London Nationals in a five-game final series.^[3] This victory solidified Elmira as one of the few franchises to win the Provincial Junior B Championship in four different decades, and made them the first team in league history to win entering as a Wild-Card Team.^[4]

The 2019–20 Season was statistically one of the strongest in franchise history, with the team setting a record for the highest season Away Winning Percentage (.820) and a record six overtime wins^[5]. The organization reached new statistical heights in the mid-2020s. During the 2024–25 season, forward Joey Martin set a (Modern-GOJHL) franchise record for most points in a single season with 85, also earning the Terry Crisp Trophy as the GOJHL scoring champion and Western Conference MVP. On December 14, 2024, Martin set a single-game record with 7 assists in a match against the Komoka Kings^[6]. The same season saw defenseman Liam Eveleigh conclude a record-breaking tenure, setting franchise career highs for games played by a defenseman (165) and earning consecutive Conference Top Defenseman honors in 2024 and 2025.^[7]

In January 2026, the team celebrated a milestone for Brendan Gerber, who became one of the fastest players in the modern era to reach (100) career points with the franchise.

The Sugar Kings continue to be one of the most competitive teams in the GOHL, having achieved competitive hockey at the Junior Level. Over 185 former Sugar Kings have moved on to play at a higher level of hockey: 50+ players in Junior A, 10 in the NHL, 62 Semi-Pro, 85 in Sports (CIS), 55 in NCAA, 27 in Europe, and 38 as coaches. ^[1]

• Luke Brubacher: Chair, President

• Kyle Rank: Director of Hockey Operations
• Ian McAdam: General Manager
• Connor Martin: Assistant General Manager
• Cory McRae: Head Coach
• Zac Coulter: Assistant Coach
• Evan Gowing: Assistant Coach
• Matt McGahey: Goalie Coach
• Marissa Lehman: Trainer
• Ian Schnarr: Athletic Trainer
• Lyle Binkley: Equipment Manager
• Eric Stewart: Equipment Assistant
• Mark Erb: Director of Scouting
• Brendan Grant: Scout/Game-Day Presentation
• Matt Thaler: Scout
• Clifton Cope: Scout
• Rick Crease: Scout

The Sugar Kings also have a strong and committed group of game-day volunteers, executive members, and other support staff that play an integral role in the team's day-to-day operations and continued success of the hockey club.

Since 2009, the Dan Snyder Memorial Arena has been home to the Elmira Sugar Kings, located within the Woolwich Memorial Centre (WMC). Making it one of the newer arena's within the GOHL. The arena was named in honour of Elmira native and NHL player Dan Snyder, who died in 2003.^[10]

The facility features an NHL-sized ice surface with a spectator seating capacity of 1,300, expanding to approximately 2,000 including standing-room areas, frequently hosting one of the highest average attendances in the GOHL. The arena's design includes eight rows of stadium seating on both the east and west sides, with an overlooking concourse level that features a walking track^[11].

The Woolwich Memorial Centre maintains a strong connection to Elmira's history through the "hanging of the banners". In recent years, most notably during the team's special ceremony in September 2024, the town honoured its alumni by raising commemorative banners to the rafters, recognizing local hockey stars and former NHL players who graduated from the program. Notable names include Larry Huras, Ric Seiling, Rod Seiling, Darryl Sittler, Dan Snyder, Cam Stewart, Mark Vines, Dennis Wideman & Jamie Wright.^[12]

The game-day experience at the Dan Snyder Memorial Arena is a central component of the Elmira Sugar Kings' identity as a community-owned, non-profit organization. Home games frequently incorporate long-standing local traditions such as the "Chuck-a-Puck" events, often held in conjunction with minor hockey programs. A signature community event is the annual "Charity Jersey Auction," where the team wears specialty uniforms that are auctioned post-game to benefit local initiatives, such as the Woolwich Counselling Centre. Promotional partnerships with local businesses are also a staple of the atmosphere, including a long-running "Free Burger" giveaway sponsored by the Elmira Harvey's location, triggered when the Kings score five or more goals in a home contest.^[13] As well as the upper-level concourse area, where fans can purchase alcoholic beverages, including the "Always A King" craft brew produced specifically for the team by the local Rural Roots Brewing Company.^[14]

The Elmira Sugar Kings are known for one of the most sophisticated game-day presentations in the GOHL,^{[citation needed]} utilizing technology to create a unique game-day experience. In 2024, the club implemented a high-definition on-ice logo projection system and synchronized spotlights during the pre-game introduction. This sequence includes projecting the team's leaf crest directly onto the ice surface as players enter from the tunnel. The team also introduced a specialized "opening hype montage" titled "Sound the Alarm" which was played prior to player introductions, making them one of the first in the GOHL to implement it into the game-day experience. For the 2025-26 Season, a new Opening Hype Montage was created, titled "Kings Never Die". The Sugar Kings' current "goal song" is "Without Me" by Eminem, "win song" is "Right Back Where We Started From" by Maxime Nightingale, with "Ready or Not" by Mischa Chillak as their "powerplay song".

1997: Elmira Sugar Kings defeated St. Catharines Falcons 4-games-to-3

1998: Niagara Falls Canucks defeated Elmira Sugar Kings 4-games-to-3

2001: Elmira Sugar Kings defeated Thorold Blackhawks 4-games-to-2

2002: Sarnia Blast defeated Elmira Sugar Kings 4-games-to-3

2008: Tecumseh Chiefs defeated Elmira Sugar Kings 4-games-to-none

2011: Elmira Sugar Kings defeated Niagara Falls Canucks 4-games-to-1

2017: Elmira Sugar Kings defeated London Nationals 4-games-to-1