Kruger Big Assist returns for 7th year with hockey stars as brand ambassadors
Kruger Big Assist is back for its seventh year with Canadian hockey stars Matthew Schaefer and Hayley Wickenheiser signed on as brand ambassadors.
Kruger Products—the maker of Cashmere, Purex, Scotties, SpongeTowels and Bonterra—will award $200,000 in support of minor hockey communities across Canada.
The company’s annual Kruger Big Assist program helps remove financial barriers—like registration fees and travel costs—so more kids have the opportunity to play hockey.
Canadians are encouraged to nominate a minor hockey association for the chance to win up to $100,000.
Nominations are open until Feb. 8.
Five regional winners will receive $25,000, and one grand prize winner will receive an additional $75,000.
The grand prize winner will be selected by a public vote in March.
“Hockey has a special way of bringing communities together, but the cost of playing can put the game out of reach for many families. Through Kruger Big Assist, we’re proud to help remove financial barriers and give more kids the opportunity to experience everything the game has to offer, both on and off the ice,” said Susan Irving, chief marketing officer of Kruger Products, in a press release. “As we enter our seventh year, we remain committed to helping make hockey more accessible and inclusive for families and communities across Canada.”
Wickenheiser is a five-time Olympic gold medalist, Hockey Hall of Famer and five-time Kruger Big Assist ambassador. She was also recently named to the Order of Hockey in Canada.
Schaefer is the first overall selection in the 2025 NHL draft, three-time Team Canada gold medalist and 2026 Calder Trophy winner.
New this year is a spot that sees Schaefer training and scoring on the net after being passed the puck by his real-life father, brother and physiotherapist—alll individuals who assisted him in his hockey journey.
Canadians will experience the campaign across a broad mix of broadcast, social and digital platforms. The campaign will come to life on TSN through integrated broadcast segments, including during the IIHF World Junior Championships and NHL broadcasts, as well as across social and digital properties including BarDown and Digital SportsCentre.
Additional campaign creative will run across social, digital, OLV, YouTube, connected TV, NHL.com, Meta and TikTok.
In Quebec, the campaign will be amplified through broadcast integrations across TVA and TVA Sports.
Since launching in 2020, Kruger Big Assist has committed $1.4 million to more than 60 minor hockey associations across Canada—including girls’ and boys’ hockey, as well as para ice hockey associations, including sledge-hockey and blind-hockey.
The 2026 grand prize winner, Chapleau Minor Hockey Association, is putting its Kruger Big Assist funding toward numerous initiatives serving communities across Northern Ontario, including three surrounding First Nations communities. The association is launching an eight-week "Try Hockey" program, providing equipment for new players, helping families overcome transportation barriers and creating girls-only ice sessions to help more youth feel welcome and supported in the sport.
Watch Kruger Products’ new film featuring Schaefer:
