As the first round of the Stanley Cup Playoffs unfolds this spring, each goal scored on the ice is helping create opportunities far from the arena, including for military families connected to a Hastings based nonprofit now receiving national recognition.
United Heroes League has been selected as this season’s Stick Tap for Service honoree by Navy Federal Credit Union and the National Hockey League, an honor that highlights the organization’s work supporting children of military service members through athletics. The recognition comes with a donation commitment tied directly to playoff action, with Navy Federal contributing $100 for every goal scored in the first round, up to $50,000.
Through the first 77 goals scored as of April 21, the total was already growing, with hundreds more typically recorded before the opening round concludes.
For United Heroes League, the recognition represents more than a financial contribution. It brings national visibility to an organization that has spent years helping military families stay connected through sports, often during periods marked by relocation, deployment, and uncertainty.
Headquartered in Hastings, the nonprofit provides free sports equipment, youth camps, financial grants, and special experiences designed to keep children of service members active and engaged. Over time, those efforts have helped more than 100,000 military families either begin or continue participation in sports programs across the country.
This year’s selection for the Stick Tap for Service honor followed a different approach than in previous seasons, according to Joe Bock, vice president of brand strategy at Navy Federal Credit Union. Instead of inviting entries as the program has traditionally done, organizers directly identified United Heroes League as a natural fit.
“So typically what we do is we change it a little bit this year, usually we kind of do a call to entry,” Bock said. “But this year we decided to select an organization like what we do is we look at organizations that have a real commitment to hockey and a commitment to community service and a commitment to the military audiences.”
That alignment, he said, made the decision straightforward.
“With the way that they support military families and getting sporting goods equipment, you know, I think they’ve supported over 100,000 families,” Bock said. “They’re just a really phenomenal intersection of what the stick tap program stands for.”
The Stick Tap for Service program itself draws inspiration from a familiar gesture in hockey culture. Players tap their sticks on the ice or boards to show appreciation and respect. Over the past eight years, the program has used that symbolism to highlight people and organizations whose work reflects the values of service and community connected to the sport.
This year marks the first time the recognition has focused on a single organization with nationwide reach rather than individual stories, underscoring the scale of United Heroes League’s impact.
“UHL has made an extraordinary difference for military families and their children nationwide, giving them the chance to participate in the sports they’re passionate about, especially hockey,” Bock said. “We’re honored to recognize their remarkable dedication.”
Founded to support children of military service members, United Heroes League works to remove barriers that can make youth sports difficult for those families. Frequent moves can interrupt seasons. Equipment costs can add up quickly. Deployments can separate parents from important moments in their children’s lives.
By providing equipment, covering participation costs, and organizing camps and special experiences, the organization helps restore stability through athletics.
Each $100 donation generated through playoff goals can help fund a sports camp, provide about $40 worth of sports gear, or cover the cost of a professional game ticket for a military family.
Those opportunities often extend beyond the playing surface, helping children develop friendships and confidence during times of transition.
The selection process that led to this year’s recognition began months before the postseason started. Bock said the decision was finalized late last year, with United Heroes League leadership notified early in 2026.
“We selected them in December,” he said. “We formally let Shane know in February.”
Following that decision, representatives from the NHL and Navy Federal visited United Heroes League facilities and met with military families connected to the organization’s programs, capturing stories that will be shared during playoff coverage and across social media channels.
That visibility is part of the program’s broader impact. In addition to the donation campaign tied to goals scored, United Heroes League is being featured during national broadcasts and digital promotions throughout the postseason.
“Now in its eighth year, Stick Tap for Service continues to highlight the power of hockey within the military community,” said Evin Dobson, NHL senior vice president of partnership marketing. “We’re proud to stand alongside Navy Federal Credit Union and recognize the important work of United Heroes League, whose commitment to military families has made a lasting impact on communities from coast to coast.”
The timing of the recognition also carries additional meaning. The Stanley Cup Playoffs coincide with Military Appreciation Month in May, a period when organizations across the country highlight the service and sacrifices of military members and their families.
“For us, we always look at the month of May,” Bock said. “The month of May is Military Appreciation Month, which really syncs wonderfully with the NHL postseason.”
He noted that the month also includes the Month of the Military Child and Memorial Day, creating a natural connection to the families United Heroes League serves.
While the donation campaign runs during the first round of the playoffs, its reach extends far beyond a single series. Last season’s Stanley Cup Playoffs averaged about 2.5 million viewers in the United States, and interest in hockey broadcasts has continued to grow in recent years.
That national audience helps amplify the message behind the program, linking postseason excitement with support for military communities.
For Navy Federal Credit Union, the partnership reflects a mission that has guided the organization for decades.
“I think at the core of our mission, and we’ve been around for 93 years, is supporting the military community,” Bock said. “When we say military community, we mean both active duty. We mean the veterans who have served and the families that go with that.”
Founded in 1933 with just seven members, the credit union now serves more than 15 million members worldwide and continues to focus on programs that benefit service members and their families.
Its partnership with the NHL began eight years ago as part of an effort to connect with communities where hockey plays a central role. Over time, that collaboration has created opportunities to highlight organizations working at the intersection of sports and military support.
“When you find an organization like the UHL that’s kind of at that intersection, we see it as really important,” Bock said.
United Heroes League founder and president Shane Hudella said the recognition will help expand the organization’s reach and strengthen its ability to serve additional families.
“We’re so deeply honored to be this year’s NHL Stick Tap for Service honoree,” Hudella said. “We’ve been fortunate to have incredible supporters like Navy Federal Credit Union, the NHL and so many other good people who see the value in what we do for military families. This recognition and support will make a substantial impact on our mission and allow us to put substantially more military kids on the ice, giving them an opportunity to play the game they love.”
As the first round of the Stanley Cup Playoffs continues, each goal adds to a growing total that will translate into equipment, camps, and experiences for children whose families serve across the country.
For a Hastings organization that began with a simple idea, helping military children stay connected through sports, the national spotlight represents both recognition of past work and a pathway to future growth.
And as sticks tap against the boards in arenas throughout the postseason, the sound carries a message that now extends well beyond the rink, reaching families whose connection to the game continues long after the final horn.