Hyundai Hockey Helpers works with financially-challenged families to get
their kids in the game through a partnership with Hyundai Dealers,
KidSport Canada, Montreal Canadiens Defenceman P.K. Subban
MARKHAM, ON, Oct. 1, 2013 /CNW/ - The puck drops today for Hyundai
Hockey Helpers Month, a nation-wide, grassroots campaign to help
deserving kids play organized hockey, with fundraising activities at
Hyundai dealerships and online at www.HyundaiHockey.ca. This year, thanks to its partnership with KidSport Canada, Hyundai
Hockey Helpers now includes a public component where Canadians can
set-up their own fundraising initiatives through the "Hyundai 1000 Puck
Hyundai Hockey Helpers was launched in 2012 with KidSport, a not-for-profit organization that
provides financial assistance to help deserving families pay for
registration fees and equipment. Last year, Hyundai Hockey Helpers
provided grants to 1,879 kids so they could participate in the
2012/2013 season. This year, October marks Hyundai Hockey Helpers Month
in Canada where participating Hyundai dealers across the country
actively conduct fundraising programs to help more kids in their region
get in the game. It will also be the first year where the opportunity
to fundraise will be opened to the public.
Hyundai Hockey Helpers Ambassador and Montreal Canadiens Defenceman P.K.
Subban will issue a challenge through a new TV and online commercial
(viewable in English and French on YouTube), asking Canadians to take the "Hyundai 1000 Puck
Challenge". Hosted at www.HyundaiHockey.ca, the Challenge encourages Canadians to set-up their own fundraising
websites, collect donations to help deserving kids play hockey, and
access a 1000 puck shooting exercise designed by Subban.
"As someone fortunate enough to grow up playing hockey, I know how
important it can be in building a child's confidence and values. Yet,
the financial burden is forcing many parents to deny their children
this opportunity. Hyundai Hockey Helpers is here to help," says Steve
Kelleher, President and CEO of Hyundai Auto Canada. "We learned last
year there is a definite need for this type of program and, frankly, it
surprised us how big of a need there was. For the second year, we
wanted to expand it and give thousands more children the chance to be
part of a game that could very well change their lives. We think
there's something powerful about asking Canadians to help deserving
kids play hockey."
In a 2013 survey commissioned by Hyundai Auto Canada of 1006 Canadian
parents who have children that play hockey, 95 per cent agree that
enrolling their kids in the sport requires a significant financial
contribution. Indeed, 79 per cent say the family has to make
sacrifices, with 53 per cent citing fewer vacations, 44 per cent
attending fewer social events or family gatherings, and 42 per cent
saying the family has to give up participation in other activities such
as different sports or music lessons.
The survey also found that nearly two-thirds (65%) of the surveyed
parents pay $1,000 or more each year for each child to play organized
youth hockey, citing high league fees (39%), equipment (23%), and
out-of-town travel (28%) as the game's highest individual cost
A key partner in the initiative is KidSport, a nation-wide
not-for-profit organization, with responsibilities that include
evaluating applications and distributing grants to deserving kids.
"At KidSport, we believe that no kid should be left on the sidelines and
all should be given the opportunity to experience the positive benefits
of organized sports," says Jamie Ferguson, Chair of KidSport. "We are
very fortunate to have such passionate supporters as Hyundai to again
help us achieve our shared objective of creating opportunities for
The program administration and the financial grants for the first 1,000
recipients of Hyundai Hockey Helpers are the result of contributions by
all of the 210 Hyundai dealers across Canada, as well as Hyundai Auto
Canada Corp. Furthermore, 100 per cent of every additional dollar
donated by the public toward the program goes directly to KidSport to
help one more kid get in the game.
Joining P.K. Subban as program ambassadors are father Karl, as well as
his brothers Malcolm, a Boston Bruins draft pick, and Jordan, a
Vancouver Canucks draft pick.
The financial burden of three kids playing hockey was so great for Karl
Subban that he worked full-time as a teacher, as well as working other
jobs to earn additional money. Free winter nights were spent with his
boys at the public rink at Toronto's Nathan Philips Square honing their
basic hockey skills.
"Hyundai Hockey Helpers didn't exist when I was raising my sons, so we
had to make personal sacrifices and lean on our community for support
because we believed organized sports would help them grow and develop,"
said Karl Subban, a retired middle school principal. "It was never
about getting them to the professional leagues for us. It was about
enabling them to learn the social skills and positive personality
traits that are cultivated in an organized sport like hockey. As part
of my job, I saw first-hand many kids from families that could not
afford to put them in hockey, and it broke my heart. Working with
Hyundai Hockey Helpers gives me a chance to make a real difference in
the lives of thousands of deserving kids."
P.K. Subban, the 2013 Norris Trophy winner, said: "I cannot even imagine
what my life would be like if I didn't grow up playing hockey," he
says. "Not every kid in youth hockey is going to make it to the
professional level, but I can guarantee that each and every one will
become better equipped to deal with life's many opportunities and
challenges. This is truly an investment in our youth."
To learn more about Hyundai Hockey Helpers and how you can make a
difference or apply for a grant, visit HyundaiHockey.ca.
About The Study
An online survey was conducted between June 4 and June 10, 2013, with
sample of 1,006 randomly selected Canadian parents with children that
play hockey and who are Angus Reid Forum panelists. Discrepancies in
totals are due to rounding.
Hyundai Auto Canada, established in 1983 and headquartered in Markham,
Ontario, is a subsidiary of Hyundai Motor Company of South Korea.
Hyundai vehicles are distributed throughout Canada by Hyundai Auto
Canada and are sold and serviced through more than 210 dealerships
nationwide. More information about Hyundai and its vehicles can be
found at www.HyundaiCanada.com.
KidSport was established in 1993 because of an identified need
by leaders in the sport community. They witnessed too many children on
the sidelines because of financial barriers. Since that time, KidSport
is going strong throughout Canada with over 170 local community
volunteer chapters in 11 provinces and territories.
Image with caption: "P.K. Subban with some young hockey players at the launch of Hyundai Hockey Helpers, a program run by the automaker to help deserving kids afford the cost of equipment and league fees for organized hockey. Learn more at www.HyundaiHockey.ca. (CNW Group/Hyundai Auto Canada Corp.)". Image available at: http://photos.newswire.ca/images/download/20131001_C6223_PHOTO_EN_31569.jpg
Image with caption: "P.K. Subban with some young hockey players at the launch of Hyundai Hockey Helpers, a program run by the automaker to help deserving kids afford the cost of equipment and league fees for organized hockey. Learn more at www.HyundaiHockey.ca. (CNW Group/Hyundai Auto Canada Corp.)". Image available at: http://photos.newswire.ca/images/download/20131001_C6223_PHOTO_EN_31570.jpg
SOURCE: Hyundai Auto Canada Corp.
For further information:
For interviews or additional information, please contact:
Chad Heard, Public Relations Manager, Hyundai Auto Canada Corp.
Office: (905) 948-6712, Mobile: (416) 559-9640, Email: firstname.lastname@example.org
Patrick Danielson, Public Relations Specialist, Hyundai Auto Canada Corp.
Office: (905) 948-6876, Mobile: (416) 518-5852, Email: email@example.com