‘Shoresy’: The Fictional Hockey Team That Became a Real Sensation
One of the most popular hockey teams in the world no longer exists—because it was never real! At the center of the hit series Shoresy are the Sudbury Blueberry Bulldogs, a fictional team that competes in a self-proclaimed “senior whale shit” league called the Northern Ontario Senior Hockey Organization (NOSHO).
The team’s fearless captain is Shoresy himself—a die-hard hockey player whose quick-witted style and offbeat comedy are the soul of the show. Played by none other than Shoresy creator Jared Keeso.
But Shoresy doesn’t just shine on screen—the team behind it has given the Bulldogs the identity of a real hockey team, creating not only a massive fan craze but a huge business opportunity as well.
As a spinoff of the hit show Letterkenny, Shoresy has carved out its own identity. This is the same character who was previously known for teasing fellow players from the bathroom stall on Letterkenny—but now, he’s at the center of his own story. Shoresy‘s fourth season returns with a bang on February 26 on Hulu!
From Obscure Character to Cult Phenomenon: How ‘Shoresy’ Became More Than Just a Show
Shoresy was just an anonymous character on Letterkenny, but its spin-off Shoresy created a cult-level fanbase by making him impossibly lifelike. This unique popularity has elevated Shoresy from just a character to an entire brand—one that feels even more real than its parent show and sports-based dramas like Ted Lasso.
Today, Shoresy is not just confined to the screen—he has become an integral part of hockey culture. He can be recognized on the merchandise stand at any hockey game in North America, most notably through the iconic sky-blue and gray jerseys with the Bulldogs-logo. These jerseys sell for $200 in the US, and according to Joel Baskin of the Feldman Agency, beer league teams have placed bulk orders to create their own styles on the ice.
SHORSEY is no longer just a show, it has become a brand, an identity and a passion that has given hockey fans a new cultural legacy!
Shoresy’s Biggest Business Move: From Screen to the Ice Rink
The biggest business move for Shoresy to date came from its live expansion. In 2024, the show will move from the screen to the rink in the form of the Shoresy Fall Classic—a real-life hockey event in which the show’s cast, many of whom are former professional players, compete against NHL alumni.
“We always dreamed of taking the show to a live audience,” says Mark Montefiore, founder of New Metric Media and creator of Shoresy.* But when Shoresy was created, it became a tease of new possibilities—“We have to get it on the ice!”
To turn the idea into a reality, the show’s executive producer Kara Haflidson took the initiative of reaching out to the NHL. When Montefiore and his team heard this big plan, their reaction was—“Oh my god, this can really happen!”
This bold move not only took the show to new heights, but also made it a part of hockey history!
Shoresy Fall Classic: A Game-Changer That Took Fans by Storm
Kara Haflidson’s ambitions proved to be spot on. The response to the Shoresy Fall Classic was tremendous, especially for the first two games, played against former players from the NHL’s most prestigious Original Six teams—the Boston Bruins and the Toronto Maple Leafs.
The Toronto Maple Leafs organization told Front Office Sports (FOS) that approximately 7,500 tickets sold out in less than 30 hours, with the starting price at $45 but quickly reaching $200+ on the secondary market. “It was the most unique alumni game I’ve ever seen!” marveled Maple Leafs alumni coordinator Steven Merkley.
The popularity of the show can be gauged from the fact that secondary market prices for tickets reached over $300. “People were extremely excited about the event, not knowing exactly what it would entail,” says Joel Baskin, who handles live event booking.
Many former NHL players came forward to be a part of the event. Boston Bruins Alumni Association president Frank Simonetti said the demand was so high that he had to “make some tough decisions and turn people down.” When the alumni players took to the ice, they received mild applause, but the mood changed as Shoresy’s team was announced. One veteran player told Simonetti, “It looks like Bobby Orr just skated in!”
The Shoresy Fall Classic wasn’t just a hockey event—it became a historic moment in hockey culture!
Shoresy Fall Classic: A Hockey Event That Became a Pop Culture Phenomena
Fans’ Passion for Hockey, Haymakers, and the Show
The Shoresy Fall Classic showcased the true passion of hockey—fast play, fierce competition, and fierce haymakers. Thousands of fans traveled from far and wide just to taste the Puppers Beer featured on the show and meet their favorite cast members.
The event’s popularity went beyond just the fun. In the first two cities alone, the Shoresy Team raised $20,000+ for charity, while also generating a significant profit from the event.
Shoresy Carries On the Legacy of Letterkenny Live
The success of Shoresy Fall Classic is carrying on the legacy of Letterkenny Live—a touring version of Keeso’s predecessor that was a hit across North America. But Shoresy is now even bigger in scope.
Next Phase Features Bigger Cities and New Possibilities
New Metric Media and Feldman Agency told FOS that plans are being made to expand Shoresy Fall Classic even further. After a strong response to the first five events (including Buffalo, Detroit and Chicago), the team is now targeting new cities and larger stadiums.
Using audience data from the show’s e-commerce, social media and streaming platforms like Crave, the right locations are being chosen for the next wave. *”We’re running this purely as a business strategy,” says New Metric Media founder *Mark Montefiore.
Video Games and Shoresy Brand Expansion
Shoresy is now more than just a show, but a multi-platform brand. New Metric Media is launching an arcade-style video game set in Sudbury in the coming months.
COO Jeff Hersh describes it as a combination of Blades of Steel and NBA Jam with hockey, fast-paced moves and intense fighting elements. The game will release first on Steam and will later be brought to Nintendo Switch, PlayStation and Xbox.
The Perfect Combination of “Art and Commerce”
Joel Baskin who handles the show’s live event bookings describes it as “the perfect balance between art and commerce”. There are more big surprises in store for Shoresy fans, making it more than just a show, but a pop culture phenomenon!
Shoresy: Brand becoming a symbol of hockey culture
Bulldogs logo: Not just a design, but an emotion
Shoresy’s Bulldogs logo has become more than just a sports sign, but a symbol of hard work and determination. *”When people see it, they want to be a part of it. The logo has become a deeper identity, not just a funny catchphrase,” says *Mark Montefiore.
The show connects the worlds of Letterkenny and Shoresy, where fans can see themselves. “The more specific something is, the wider its impact,” explains Montefiore.
Hockey culture and fan passion
Shoresy’s popularity is not just limited to the show. It has truly captured the hockey culture and the passion of hockey fans. The show’s language and slang have also made their mark in the sports world—shows like “Dirty Dangles” (top-tier stickhandling) are now featured on platforms like SportsCenter.
“No drama-comedy show has ever been able to capture the world of hockey in this way,” says Montefiore. Shoresy has set a new standard in that regard.
Growing Cult Popularity: From Hockey Arenas to Street Fashion
Shoresy’s cult following continues to grow, with the show’s popularity growing each new episode (which focuses on an outrageous offseason) being released.
At the 4 Nations Face-Off event in Montreal, a fan was spotted wearing a Shoresy logo beanie.**
A few months ago, after the New York Rangers vs. Chicago Blackhawks game at Madison Square Garden, a man wearing a Shoresy Bulldogs logo stood out among thousands of fans dressed in blue and white jerseys. Someone recognized him from a distance, pointed to the Bulldogs logo and smiled. The two nodded at each other—like they were part of an exclusive club.
Shoresy is no longer just a show, but a symbol of identity and pride for hockey fans.