Shoresy Expands from Screen to Merch and Live Events

SUDBURY, Ontario — The cult-favorite hockey comedy series “Shoresy” has transformed its success on screen into a thriving brand with merchandise and live events, showcasing the depths of its fanbase’s devotion. The fourth season premieres on Hulu on February 26, 2025, feeding the growing anticipation for both new episodes and related ventures.

Created by Jared Keeso, who also stars as the loudmouthed captain Shoresy, the show follows the fictional Sudbury Blueberry Bulldogs as they compete in the Northern Ontario Senior Hockey Organization. While the Bulldogs are a product of Keeso’s imagination, efforts by the show’s cast and producers have made them feel like a real team.

The rise in merchandise sales, including jerseys priced at $200, reflects the show’s popularity. Joel Baskin from the Feldman Agency reported that beer league teams have made bulk orders for the team’s iconic sky-blue-and-brown jerseys adorned with the bulldog logo. Fans have adopted the show’s paraphernalia as standard attire at hockey games across North America.

The live event segment of the “Shoresy” brand kicked off spectacularly in 2024 with the Shoresy Fall Classic, pitting the cast—including many former players—against NHL alumni. “We always dreamed of doing live touring opportunities, taking the show on the road,” commented Mark Montefiore, CEO of New Metric Media, the show’s production company. After the positive response from fans, future events are already on the horizon.

The first two games featured prominent NHL franchises, the Boston Bruins and Toronto Maple Leafs, selling out in under 30 hours. Approximately 7,500 tickets marketed at $45 each quickly found their way to secondary markets, with prices soaring over $200. “I’ve done 52 alumni games, and this show is bigger than I expected,” said Steven Merkley, coordinator for the Maple Leafs Alumni Association.

Despite only a brief screen time in the original “Letterkenny,” Shoresy’s popularity as a comedic character has sparked significant cultural resonance. The show’s influence has stretched beyond just entertainment, engaging fans deeply in hockey culture. “When you see the Bulldogs logo, it’s ‘work hard, push through,’ which resonates with many people,” remarked Montefiore.

The Shoresy team anticipates further expansion into various markets, utilizing audience data from e-commerce and social media to help identify new locations for future Fall Classics. This new business model builds off the success of Letterkenny Live, revealing the potential for Shoresy to create a broader sports entertainment universe.

The franchise is also venturing into the gaming industry, with a new video game set to release later this year. COO Jeff Hersh described it as “Blades of Steel meets NBA Jam,” aiming to capture the dynamic and over-the-top spirit of the show.

With the excitement surrounding the show and its ventures, Keeso and the production team have successfully bridged the gap between digital and live sports entertainment, enticing both viewers and participants. As new episodes of “Shoresy” prepare for release, fans remain enthusiastic about the brand’s expansion beyond television and into their lives.