This morning, the NHL announced that former Oilers captain, Andrew Ference, will be joining the NHL as the Director of Social Impact, Growth, and Fan Development.

As Director of Social Impact, Andrew Ference will be involved with helping to advance the NHL’s social footprint through grassroots initiatives to get communities and fans involved. Ference will look to develop ideas and strategies to further develop a love for hockey with on and off-ice activities. Ference’s major focus will be on bringing in new audiences through a hands-on approach and time spent with the next generation of fans. According to the official release, Ference will split his time between his residence in Edmonton and the NHL’s offices in New York.

Executive Vice President of Social Impact, Growth Initiatives & Legislative Affairs, Kim Davis, spoke about adding Ference in this new role:

As you well know, Ference has often involved himself in any community he played in with a personal interest in environmental sustainability, fitness, limiting waste, and one’s personal footprint. For Andrew Ference, it was always important to him to not only try and be a leader on the ice but off the ice as well. This new role will certainly play to Ference’s strengths and willingness to get involved in the community and teach a love of hockey to the next generation of fans.