Who: Kruger Products
What: The company behind Cashmere, Purex, Scotties, SpongeTowels and Bonterra brands is bringing back its Kruger Big Assist program for a fourth year.
The program aims to make hockey more affordable, accessible and inclusive.
Canadians can nominate minor hockey associations online until Feb. 11, 2024.
For the first time, Kruger is introducing a public-voting feature allowing Canadians to cast their vote for the grand prize winner in 2024.
Five regional minor hockey associations will each receive a $25,000 donation. Once the five regional winners are selected, Kruger Products will award an additional $75,000 grand prize to one of the winning associations. The grand prize recipient will be determined by the Canadian public who will vote for one of the five regional winners that best demonstrates how they will encourage more kids to play hockey by helping to remove barriers and make the game more accessible, inclusive and equitable for everyone. The program will ask the Canadian public to cast their vote through an online microsite in April 2024 once the five regional winners are selected.
The Kruger Big Assist has donated over $600,000 to over 40 hockey associations across the country. This year, Kruger Products is committing another $200,000, for a total commitment of $800,000 to date.
"At Kruger Products, we understand the pivotal role that sports play in bringing communities together, and the opportunities that present themselves when kids across Canada have access to sports," said Susan Irving, CMO of Kruger Products, in a statement. "Hockey is woven into the fabric of our country, and as a Canadian company, we're proud to continue giving all kids the chance to play the game they love, while also introducing a new way for Canadians to become more involved in the Kruger Big Assist."