- Official kick-off during the IIHF WORLD JUNIOR CHAMPIONSHIP medal
games on January 5 live on TSN and RDS -
To tweet this release: http://bit.ly/U2akCJ
TORONTO, Dec. 11, 2012 /CNW/ - Kraft, along with TSN and RDS, today announced a new, exclusive media
partnership for Kraft Hockey Goes On - a program announced in November that will recognize volunteers in the
hockey community. The program awards $1 million in prizes and donations
to Hockey Canada affiliated minor hockey associations across the
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
About Kraft Hockey Goes On
Kraft Hockey Goes On is recognizing the top five individuals who keep hockey going in
communities and awarding their chosen local hockey associations with
$100,000. An additional 20 individuals will be recognized and their
chosen hockey associations will receive $20,000. In addition, the
program will provide $100,000 to Hockey Canada to distribute to Learn
to Skate programs at the local level. Kraft Hockey Goes On partners include Christie and Hockey Canada. Keep an eye on www.facebook.com/KraftHockeyGoesOn as more program details will be announced.
Kraft also partners with TSN and RDS on the award-winning Kraft Celebration Tour, which features TSN's flagship sports news program, SPORTSCENTRE,
broadcasting live from 10 Canadian communities each summer and awarding
$250,000 towards community upgrades. In addition, RDS' top-rated daily
French-language sportscast, SPORTS 30, joins TSN and the Kraft Celebration Tour in Quebec and broadcasts live from winning Francophone communities.
About Kraft Foods Group
Kraft Foods Group, Inc. (NASDAQ: KRFT) is North America's fourth largest
consumer packaged food and beverage company, with revenues of
approximately $19 billion in 2011. Launched as a public and
independent company on Oct. 1, 2012, the new Kraft has the spirit of a
startup and the soul of a powerhouse. The company has an unrivaled
portfolio of products in the beverages, cheese, convenient meals and
grocery categories. Its iconic brands include Kraft, Maxwell House,
Oscar Mayer, Planters and JELL-O. Kraft's 25,000 employees in the U.S.
and Canada have a passion for making the foods and beverages people
love. Kraft Foods Group is a member of the Standard & Poor's 500 index.
For more information, visit www.kraft.com and www.facebook.com/kraft
TSN is Canada's Sports Leader and #1 specialty network. With a broad
portfolio of multimedia sports assets, TSN delivers world-class content
across industry-leading platforms including TSN2, TSN.ca, TSN Radio and TSN Mobile TV. Official broadcaster of the Grey Cup,
IIHF World Junior Championship and FIFA Women's World Cup Canada 2015,
TSN's slate of live sports coverage includes NHL, CFL, NFL, NBA, MLS,
Season of Champions Curling, UEFA Euro 2016, MLB Sunday Night Baseball,
Barclays Premier League, Golf's Majors, NASCAR Sprint Cup and
Nationwide Series, F1, Grand Slam Tennis, NCAA March Madness, and Skate
Canada events. TSN is a division of Bell Media, which is owned by BCE
Inc. (TSX, NYSE: BCE), Canada's largest communications company.
Le Réseau des sports (RDS) is a French-language sports network offering
a comprehensive, world-class programming line-up. Since its inception
in 1989, RDS has developed an unparalleled programming grid featuring
major events and properties that include the exclusive broadcast rights
to the Montreal Canadiens and other NHL hockey games, the Stanley Cup
playoffs and finals, MLS and Montreal Impact, CFL and NFL football, the
Grey Cup and the Super Bowl, Tour de France, F1 and NASCAR racing, MLB
baseball including the World Series, over 30 PGA Tour golf tournaments
(including 4 Majors), ATP tennis and all Grand Slam, FIFA World Cup
from 2015 to 2022, Euro 2012 - 2016, Barclays Premier League as well as
the IIHF World Junior Hockey Championship, Skate Canada, Canada Cup of
curling. RDS is a division of Bell Media, which is owned by BCE Inc.
(TSX, NYSE: BCE), Canada's largest communications company. For more
details on RDS, please visit RDS.ca.
SOURCE: Kraft Canada Inc.
For further information:
Greg McIsaac, (w) 416.384.5180, (c) 416.458.3591, firstname.lastname@example.org
Chobi Liang, (w) 416.384.7584, (c) 416.859.4738, email@example.com
Renee Rouse, (w) 416.384.7599, (c) 416.428.4807, firstname.lastname@example.org
Katia Aubin, (w) 514.529.2104, (c) 514.208.1235, email@example.com
For Kraft Canada:
Jennifer Zed at Edelman