Game On - Kraft Hockeyville is back!

    Grand prize offer intensifies national competition to find Canada's
    most fanatical hockey community; submission period starts Dec. 1


    TORONTO, Nov. 5 /CNW/ - This winter, Canadian hockey fanatics will get
another shot to showcase their communities' distinctive hockey pride through
the KRAFT HOCKEYVILLE competition. Starting Dec. 1, 2007, communities from
coast-to-coast are invited to submit their testimonials and compete for the
Grand Prize, which includes hosting a 2008/09 National Hockey League
pre-season game played at the winner's community arena. The Grand Prize also
includes $100,000 towards arena upgrades - double the arena upgrade value from
    KRAFT HOCKEYVILLE 2008 also features a new entry procedure, making it
easier than ever for Canadians to participate and compete for this prestigious
title. Communities can enter by logging on to,
creating a team name, filling out a simple application form and submitting a
short essay with three supporting photos that depict their hometown pride and
passion for the game. The video component from proceeding years no longer
    "North Bay is still basking in the glory of being crowned KRAFT
HOCKEYVILLE 2007 - it was like winning the ultimate hockey trophy," said Chris
Dawson, North Bay team leader. "KRAFT HOCKEYVILLE is really about the fans. I
can't think of a better way to bring community spirit and sport together."
    "Kraft Canada wanted to make this uniquely Canadian event as accessible
as possible while providing greater incentive," said Dino Bianco, President,
Kraft Canada. "Canadians are incredibly passionate about hockey. We want to
give everyone a chance to prove that. We've doubled the KRAFT HOCKEYVILLE
arena upgrade prize value and expect this year's contest to be the fiercest
    Also new this year, each of the top five communities will have the honour
to host Game Two of CBC'S HOCKEY NIGHT IN CANADA every Saturday from March 1
to March 29. Each week, CBC's Scott Oake and Kelly Hrudey will visit one of
the top five communities for a live, on-location broadcast. (Please see below
for detailed broadcast schedule). After the March 29 episode, Canadians will
have until Apr. 4 at 11:59 p.m. ET to vote for their favourite candidate.
    "The KRAFT HOCKEYVILLE competition gives us an opportunity to celebrate
the incredible hockey heroics, leadership and teamwork that bond Canadians
with their communities and build hometown pride," said Dave Scapillati,
General Manager, CBC Media Sales and Marketing. "It is not just about what
happens on the ice. We're looking for individuals, teams and communities that
demonstrate a love for the sport in a variety of ways."
    "The response to Kraft Hockeyville during the past two seasons has been
amazing. This experience brings communities together and allows all hockey
fans to form an even stronger bond with their favourite NHL players," said
Devin Smith, NHLPA Director, Marketing & Community Relations. "The third year
of Kraft Hockeyville promises to be even more exciting and interactive, and
the NHLPA is thrilled to be part of this fantastic initiative."
    "Kraft Hockeyville's success over the first two seasons has shown the
passion that Canadians have for both their communities and the NHL," said John
Collins, NHL Senior Executive Vice President, Business and Media. "We are
thrilled to have the opportunity to once again showcase our great players and
exciting NHL experience in one of Canada's most passionate hockey
    The KRAFT HOCKEYVILLE 2008 competition opens on Dec. 1, 2007 at 12 p.m.
ET. Participants will be able to submit applications through to Jan. 5, 2008
at 5 p.m. ET. The top ten communities chosen to compete for KRAFT HOCKEYVILLE
2008 supremacy will be revealed on CBC Television on Sunday, Feb. 17 at 6 p.m.
local. Following the broadcast, Canadians will be invited to vote online or
via telephone for the top five communities that best represent the spirit of
hockey in Canada. Voting will close on Feb. 23 at 11:59 p.m. ET.
    The KRAFT HOCKEYVILLE 2008 winner will be announced on CBC'S HOCKEY NIGHT
IN CANADA on Saturday, Apr. 5. The winning community will receive a $100,000
arena upgrade (up from $50,000 in 2007), the honour of hosting CBC's
Hockeyville Special in their community, as well as an opportunity to host a
2008/09 NHL pre-season game at their community arena. Plus, for the first
time, each of the four runner-up communities will also be awarded $20,000
towards arena upgrades.
    KRAFT HOCKEYVILLE 2008 partners include Kraft Canada, CBC, the National
Hockey League (NHL), and the National Hockey League Players' Association
    For more information on KRAFT HOCKEYVILLE and to receive updates and
information on how to enter your community, visit

    NHL is a registered trademark and the NHL Shield and Game On are
trademarks of the National Hockey League. All Rights Reserved.

    About Kraft

    Kraft Foods is one of the world's largest food and beverage companies
with annual revenues of more than $34 billion. For over 100 years, Kraft has
offered consumers delicious and wholesome foods that fit the way they live.
Kraft markets a broad portfolio of iconic brands in 155 countries, including
seven brands with revenue of more than $1 billion, such as Kraft cheeses,
dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Post
cereals; Nabisco cookies and crackers; Jacobs coffees and Milka chocolates.
Kraft became a fully independent company on March 30, 2007, and is listed in
the Standard and Poor's 100 and 500 indexes. The company also is a member of
the Dow Jones Sustainability Index and the Ethibel Sustainability Index. For
more information, visit the company's website at In Canada,
company brands include Kraft Dinner macaroni and cheese, Christie cookies and
crackers, and Delissio pizza.

    About the NHL

    The National Hockey League, founded in 1917, is the second-oldest of the
four major professional team sports leagues in North America. Today, the NHL
consists of 30 Member Clubs, each reflecting the League's international
makeup, with players from more than 20 countries represented on team rosters.
According to a Simmons Market Research study, NHL fans are younger, more
educated, more affluent, and access content through digital means more than
any other sport. The NHL entertains more than 100 million fans each season
in-arena and through its partners in national television (VERSUS, NBC, TSN,
CBC, RDS, RIS, NASN, NHL Network and HDNet) and radio (Westwood One and XM
Radio). Through the NHL Foundation, the League's charitable arm, the NHL
raises money and awareness for Hockey Fights Cancer, Hockey's All-Star Kids
and NHL Diversity, and supports the charitable efforts of all NHL players. For
more information on the NHL, log on to

    About the NHLPA

    The National Hockey League Players' Association (NHLPA), established in
1967, is a labour union whose members are the players in the National Hockey
League (NHL). The NHLPA works on behalf of the players in varied disciplines
such as labour law, product licensing, marketing, international hockey and
community relations. In 1999, the NHLPA launched the Goals & Dreams fund, a
$15-million hockey program which is the largest grassroots hockey program ever
created. The players' program has donated full sets of hockey equipment to
more than 8,000 economically challenged children in 17 countries and assisted
with upgrades and the building of hundreds of arenas world-wide. For more
information on the NHLPA, please visit

    Support photography is available at

    All CBC's HOCKEY NIGHT IN CANADA episodes available live and on-demand

    Sunday, Feb. 17

    6 p.m. local       KRAFT HOCKEYVILLE ON CBC: Top ten communities revealed

    Saturday, Feb. 23
                       CBC'S HOCKEY NIGHT IN CANADA: First of top five KRAFT
                       HOCKEYVILLE 2008 communities announced

    Saturday, Mar. 1
                       CBC'S HOCKEY NIGHT IN CANADA: During Game Two and
                       After Hours - First of top five KRAFT HOCKEYVILLE 2008
                       communities profiled and second community announced

    Saturday, Mar. 8

                       CBC'S HOCKEY NIGHT IN CANADA: During Game Two and
                       After Hours - Second of top five KRAFT HOCKEYVILLE
                       2008 communities profiled and third community

    Saturday, Mar. 15

                       CBC'S HOCKEY NIGHT IN CANADA: During Game Two and
                       After Hours - Third of top five KRAFT HOCKEYVILLE 2008
                       communities profiled and fourth community announced

    Saturday, Mar. 22

                       CBC'S HOCKEY NIGHT IN CANADA: During Game Two and
                       After Hours - Fourth of top five KRAFT HOCKEYVILLE
                       2008 communities profiled and fifth community

    Saturday, Mar. 29

                       CBC'S HOCKEY NIGHT IN CANADA: During Game Two and
                       After Hours - Fifth of top five KRAFT HOCKEYVILLE 2008
                       communities profiled

    Saturday, Apr. 5
                       CBC'S HOCKEY NIGHT IN CANADA: Winner revealed

For further information:

For further information: For all public enquiries regarding the
submission process please contact: Alison Crocker, Media Profile, Tel: (416)
504-8464 or 1-888-504-8464,; For media enquiries
please contact: Jess Hanick or Myra Reisler, Media Profile, Tel: (416)
504-8464 or 1-888-504-8464, E-mail:,; Julie Young, National Hockey League, Tel: (416)
981-2764, E-mail:; Jonathan Weatherdon, National Hockey League
Players' Association, Tel: (416) 313-2316, Email:

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