Madeline Hanson, the former vice-president of marketing for the Winnipeg Jets, passed away last August after bravely battling ovarian cancer, leaving behind a legacy intertwined with the city's cherished hockey culture. One of the key architects of the beloved Winnipeg Whiteout, her role during those formative years has established her as something of a legend among fans.
The iconic Whiteout tradition was born out of her vision back in April 1987, just as the Jets were gearing up for their playoff series against rivals the Calgary Flames. It was during this time, under the constraints of tight budgets and looming doubts, she became the driving force behind the concept proposed to her by Rod Palson of Palmer Jarvis Communications. “There was this energy, this excitement. But there was also some nervousness about whether it would work or not,” recalled her sister Michele Liebrock, highlighting the resolve her sister showcased amid uncertainty.
Initially, the Jets had little confidence it would fly, and even Hanson had her reservations. But as the idea unfolded, thousands of fans donned white clothing, creating what would become one of hockey's most iconic scenes as they filled the old Winnipeg Arena. “It’s like any little thing you do, it became a big thing, which was pretty exciting. She was pretty proud of it,” Liebrock noted of Hanson's lasting contribution.
Her professional path began after she graduated from the University of Manitoba with an education degree. Teaching didn't resonate with her, leading her down the route of marketing, eventually landing her at the Jets during the late 1980s. Rising through the ranks to become the vice-president of marketing was no small feat, especially as it coincided with the team's tumultuous history, including their eventual relocation to Arizona in 1996.
Throughout her career, what mattered most to Hanson were the relationships she nurtured along the way. “The people she met and the people she worked with, she felt very loyal to,” Liebrock mentioned, emphasizing her sister's desire to create lasting friendships. Val Brakel, who served as Hanson’s assistant during her tenure, echoed this sentiment, saying, “She always had a great sense of humour. No matter how stressful things were getting, she’d always put a positive spin on things.” Brakel recounted how Hanson's mentorship transformed how she approached professional scenarios, encouraging her to maintain positivity regardless of external pressures.
Interestingly enough, Hanson’s outwardly confident demeanor wasn’t always the case; she had to work diligently to overcome her shyness. “I think she actually had to work at,” Liebrock mused, noting how Hanson's belief and dedication to whatever she undertook propelled her forward.
After leaving the Jets, she relocated to Kelowna, British Columbia, where her deep love for nature flourished. Hiking, skiing, and cycling became regular pursuits during the vibrant seasons—an appreciation firmly rooted in her upbringing. Liebrock reminisced, “Everything we did, we walked to do it,” indicating the outdoor spirit of their childhood days. Hanson also had artistic talents, playing the piano since childhood and even having a song composed for her by Canadian composer Remi Bouchard.
Hanson's life took a significant turn when she was diagnosed with dermatomyositis, soon followed by the ovarian cancer diagnosis. Despite her health struggles, her spirit remained strong. “Even when she was sick, she still presented strong,” Liebrock remarked, highlighting her sister's strength and selflessness, as she would often prioritize the concerns of loved ones over her own ailments.
Family remained at the core of Hanson’s life, culminating six months before her passing when she organized a family reunion at the beautiful riverside resort where all siblings, children, and grandchildren gathered. “Family was absolutely everything to her,” according to Liebrock. Once, this family unit gathered around her life and accomplishments—an indicator of how intertwined their lives were.
Remembering Madeline Hanson is not just about honoring her professional achievements; it’s about cherishing the radiance she brought to those around her. “She was beautiful. She just had this aura of beauty,” Liebrock concluded, indicating the indelible mark left on the hearts of many.
With the Winnipeg Jets continuing their remarkable run this season, it’s hard not to feel the presence of Hanson’s spirit inspiring each rallying cry across the stands, as thousands don their white attire to support the team she so passionately represented.