Olimpija Welcomes New Season with New Strategic Partnership

Hockey Club Olimpija is ushering in the new season with a fresh partner, a revamped visual identity, a new name, and a few changes in the team, all discussed at today’s presentation event.

Since its inception in 2004, HK Olimpija has primarily focused on nurturing young hockey players. It wasn’t until the 2017/18 season that the club formed its professional team, initially competing in the Alps Hockey League. The club took a significant leap forward by joining the ICE Hockey League in the 2021/22 season. The following season saw them competing in the Champions Hockey League, and the partnership with Alexandre Lefebvre signifies a further elevation of the club’s operations. Yet, the club remains steadfast in its original mission – nurturing young hockey players and providing them with the best conditions for their development.

HK Olimpija enters the new season as Olimpija Ljubljana, with Canadian businessman Alexandre Lefebvre joining the club as a strategic partner. Entering the new season as Olimpija Ljubljana, HK Olimpija welcomes Canadian businessman Alexandre Lefebvre as a strategic partner. This partnership not only supports the professional senior team but also places significant emphasis on nurturing young hockey players, aiming to provide them with optimal conditions for athletic development. “My connection to Ljubljana and Slovenia is through my family. We’ve visited Slovenia multiple times, and we’ve grown fond of it. As a Canadian, I’m also a fervent hockey enthusiast,” remarked Alexandre Lefebvre.

“With our partnership with the leading Slovenian hockey club, we aim to further develop the sport in Ljubljana and Slovenia, the homeland of my wife’s parents. In doing so, we seek to contribute to the local community and society, even though we may not reside in the same country. We’re keen to enhance the hockey narrative in Ljubljana, strengthen the competitiveness of the professional team, and bolster the development of young hockey talents. We’re motivated and committed,” added Lefebvre, who has already been appointed as the club’s Vice President.

“Over the past seven seasons, we’ve consistently progressed both in terms of results and organizationally. In the senior competition, we’ve secured the Alps Hockey League title twice, won four national championships, and claimed the Slovenian Cup four times. We’ve secured Slovenia and Ljubljana’s place in the ICE Hockey League and became the first hockey team in Slovenia’s history to compete in the Champions Hockey League. With today’s announcement, we have taken another big step towards the progress of the club and the development of hockey in Ljubljana and Slovenia,” said club president Miha Butara.

Today marks another significant step forward for the club’s progress and the development of hockey in Ljubljana and Slovenia,” stated club president Miha Butara. “Discussions have been ongoing since September last year, and I’m delighted that we’ve found a strategic partner in Mr. Lefebvre who shares our vision for the club’s continued growth and the development of young players. Both Ljubljana and Slovenia hold a special place in his and his family’s hearts. I believe we will achieve the four-year plan we’ve set for ourselves. Our project has been supported by all our existing sponsors. With our new partner, we’ve provided the club with the opportunity for sustainable growth in the coming seasons. I’d like to express my gratitude to Mayor Zoran Janković of the City Municipality of Ljubljana for the city’s unwavering support, Slovenian Railways, and all other patrons and supporters who have stood by us and will continue to support our development. Without you, we couldn’t have built this story,” added Miha Butara.

“In recent seasons, we’ve built a solid foundation that, in partnership with Alex Lefebvre, we’ll be able to build upon. We remain committed to the same philosophy, focusing on the continuous development of the club in three key areas – general organizational aspects, progressively ambitious professional team, and, of course, the development of young players. When building the team on and off the ice, we continue to prioritize high standards of values and personal qualities,” said club director Anže Ulčar.

To conclude the event, Jonathan Marchessault, a friend of Alexandre Lefebvre, extended his well wishes to Olimpija Ljubljana. Marchessault, who won the Stanley Cup with the Vegas Golden Knights last year and received the Conn Smythe Trophy for the most valuable player in the NHL Stanley Cup playoffs, wished the team success.

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Alexandre Lefebvre is a successful Canadian entrepreneur. He is the CEO of BMR Group, which employs over 8,000 people, serves on multiple corporate boards, and owns the leading Canadian distributor of building materials and steel products. In 2017, he was named to Canada’s TOP 40 under 40. He is married and a father of three children. His wife and children hold Slovenian citizenship.

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Visual Identity

The cornerstone of the revamped visual identity, prepared by the world-renowned agency LG2, remains the dragon, an undeniable symbol of our city. “With the rebranding of the club, we wanted to capture and emphasise the spirit of the legendary past, myths and heroism of the city of Ljubljana and its hockey club through a refreshed graphic identity. The redesigned Dragon logo is now wrapped in the shape of the letter L, making it even more strongly connected to the city of Ljubljana and the legends on which it was built. The revised typography, with its bold design and sharp elements, reflects character and strength and differentiates the design from other clubs. In terms of colour, we remain true to green and white. The new look is modern and refined, while reflecting the timeless warrior DNA and sending a clear message that the club is more than ready to create new legends,” says the team at Gr8 agency, the club’s new partner.

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