USHL unveils first Clarky Awards finalists across club operations

The USHL used its first Clarky Awards to put club operations on the same stage as player performance, and the opening list made clear which organizations have turned the business side of junior hockey into a competitive advantage. Fargo Force, Sioux Falls Stampede, Madison Capitols, Green Bay Gamblers and Muskegon Lumberjacks were all in the mix as the league recognized ticketing, social media, promotions, game presentation and sponsorship work across its member clubs.

The league first announced the Clarky program on June 9, then unveiled winners on June 18 after a process that started with one nomination per category from each team. Members of the USHL League Office voted to determine the finalists, and then each team ranked its finalists in every category. That structure gave the awards a league-wide feel and showed how seriously the USHL was treating the people who build the product around the rink, not just the players on the ice.

The categories reflected that broader mission. Ticketing Initiative of the Year honored the club that best developed and executed a strategy designed to drive sales and increase attendance. Social Media Club of the Year recognized the standard-setter across major platforms. The Clarky lineup also included Community Engagement Club of the Year, Game Presentation Club of the Year, Mascot of the Year, Promotion of the Year, Sponsorship Activation of the Year, Sales Professional of the Year and Sales Rookie of the Year, splitting the honors between team operations and individual staffers.

Several finalists stood out for the specificity of their work. Green Bay’s Dash for Cash was named among the top ticketing initiatives. Sioux Falls broadcaster Jim Olander was a finalist for Broadcaster of the Year. Fargo Force appeared in multiple categories, including Community Engagement Club of the Year, Game Presentation Club of the Year and Social Media Club of the Year, while Fargo sales professional Kyle Ebach was in line for Sales Professional of the Year. Madison Capitols mascot D.C. Eagle, the Birds Aren’t Real promotion and sales rookie Jacob Thrush also made the finalists list, alongside Sioux Falls Stampede’s Score-4-Chicken activation.

The Clarky name connected the new program to one of the league’s best-known symbols. The Clark Cup, the USHL playoff trophy, is named for Don Clark, the longtime registrar of the Minnesota Amateur Hockey Association and a recipient of the NHL’s Lester Patrick Award. That link gave the awards immediate identity inside a league that already treats its championship hardware as part of its brand.

The timing also mattered. The Clarky rollout came as the USHL continued to push outward, after announcing a memorandum of understanding on June 2 to establish clubs in Arizona, California and Nevada. With Glenn Hefferan recently extended as president and commissioner, the league used the new awards to underline a larger message: success in the USHL now includes building audiences, activating sponsors and creating a stronger experience for players and fans alike.