TORONTO – Kraft Canada, along with TSN and RDS, have announced an exclusive media partnership for Kraft Hockey Goes On – a program announced in November that will recognize volunteers in the hockey community. As first reported by Etan Vlessing for Cartt.ca, Kraft has pulled its funding from the CBC’s Kraft Hockeyville program for 2013, and instead will be awarding $1 million in prizes and donations to Hockey Canada affiliated minor hockey associations across the country.
The partnership officially kicks off on January 5 during TSN and RDS’ pre-game show leading into live coverage of the IIHF World Junior Championship. That’s Hockey on TSN and Hockey 360 on RDS will also provide ongoing updates on Kraft Hockey Goes On. The program will be supported with multi-platform promotion across all TSN and RDS outlets.
“Our media partnership with Canada’s leading specialty channels TSN and RDS is such a natural fit for Kraft Hockey Goes On, given their ongoing commitment to promote and celebrate minor hockey in Canada,” said Jack Hewitt, Vice President of Marketing Insight & Services, Kraft Canada. “What better way to celebrate the heroes of minor hockey in this country than to give them the recognition they deserve on two of the country’s most-watched specialty networks?”
“Now, more than ever, it’s the perfect opportunity to celebrate the game and say ‘thank you’ to some of the thousands of volunteers who dedicate their time and energy to ensure that hockey goes on,” said Stewart Johnston, President of TSN. “We applaud Kraft for driving such a rewarding program as Kraft Hockey Goes On and we are thrilled to partner with them on a campaign that will not only put a spotlight on these deserving volunteers, but will also drive compelling content for all hockey fans. We know our viewers will jump at the chance to nominate those who keep minor hockey going in their community.”
More program details to follow will be released on Kraft’s Facebook page.
