Minor hockey to benefit from new early bird prize, expanded format and
interactive social tools added
TORONTO, Nov. 17, 2011 /CNW/ - With a mission to inspire more
communities to share their pride in Canada's favourite sport, the Kraft Hockeyville partners including Kraft Canada, CBC, The National Hockey League (NHL) and the
National Hockey League Players' Association (NHLPA) today unveiled an expanded search for the most hockey connected
community in Canada. The new cross-country campaign includes five
additional finalist community spots and an early-bird prize of $10,000
worth of hockey equipment from Kraft Canada for a local minor hockey
association. In addition, Kraft Hockeyville fans can now extend their involvement through a series of virtual
trophies, generated by online activities, including uploading stories,
photos and completing other community-based tasks on krafthockeyville.ca. There are five virtual trophies to collect in total.
Starting Friday, November 18, 2011, Canadians can nominate their
community for Kraft Hockeyville 2012 with stories that showcase their hometown pride and passion for
hockey. Communities that enter before December 16 and complete the
early-bird entry submission also qualify for the early bird prize.
Designed to ignite and reflect local communities' passion for hockey, Kraft Hockeyville is immensely popular with Canadians. Since 2006, more than 2,000
communities have entered the competition producing more than 22,000
submissions and 30 million votes. In response, the Kraft Hockeyville partners have expanded the number of finalist communities selected to
compete for Kraft Hockeyville 2012 from 10 to 15. The Grand Prize is $100,000 in arena upgrades
courtesy of Kraft Canada; a 2012/13 NHL® Pre-Season Game played in
their local community arena; and a special CBC's Hockey Night in Canada
broadcast from their community. Four runner-up communities will receive
$25,000 each for arena upgrades from Kraft Canada. The nomination phase
closes on January 31, 2012.
To enter Kraft Hockeyville 2012, Canadians must register at krafthockeyville.ca, complete a simple application form to nominate their community, and
submit a story that focuses on originality, community spirit and
passion for hockey (maximum 4,000 characters). Canadians will also have
the opportunity to show their support by sharing photos and videos. The
Top 15 communities chosen to compete for the Kraft Hockeyville 2012 title will be revealed on CBC's Hockey Night in Canada on Saturday, March 3, 2012. Canadians then vote for the top five
communities on March 4 and 5. The top 5 communities will be announced
on March 17, 2012 before a final voting stage on March 18 and 19, and
the winner reveal on March 31, 2012.
"Arenas are the social hubs of communities that bring family and friends
together to celebrate their love of hockey," said Dino Bianco,
President, Kraft Canada. "This year we're excited to provide more
opportunities for Canadians to showcase these important recreation
facilities and the people whose passion and hard work make sure hockey
remains Canada's favourite game."
"CBC's Hockey Night in Canada is proud to begin a new search for
Canada's most passionate hockey community with Kraft Hockeyville," says Julie Bristow, CBC's executive director of studio and unscripted
programming. "We're excited to watch how communities rally around their
entries this year, with more engagement on-line for hockey fans in
communities big and small, from coast-to-coast-to-coast."
"Kraft Hockeyville is a truly unique event and the NHL is excited to continue to support
this great initiative," said Brian Jennings, NHL executive vice
president of marketing. "It annually showcases community pride and
embraces our fans' love of the game with the ultimate prize - a NHL
pre-season game played in their community and better accommodations for
future generations of hockey players."
"Kraft Hockeyville is a great initiative as it provides Canadian communities across the
country with an opportunity to display their passion for the game of
hockey," said Mike Ouellet, NHLPA Chief of Business Affairs. "The
nomination process will be exciting as communities compete for the Kraft Hockeyville 2012 crown and the chance to see some of their favourite NHL players
play in an NHL exhibition game at their local rink."
Interested communities are encouraged to visit krafthockeyville.ca to find out more information or look for us on Facebook, follow @hockeyville on Twitter, and visit NHL.com and CBCSports.ca for news, updates and photos.
Kraft Canada has supported hockey for over 30 years through sponsorships
and grassroots programs. Since its inception, the Kraft Hockeyville partners have provided $1,000,000 in arena upgrade money, equipment and
local food bank donations. Supporting brands for Kraft Hockeyville 2012 include Kraft Dinner, Cracker Barrel, Chips Ahoy, Tassimo, Oreo,
and Maxwell House.
©NHLPA. NHLPA, National Hockey League Players' Association and the NHLPA
logo are trademarks of the NHLPA and are used under license.
NHL and the NHL Shield are registered trademarks of the National Hockey
League. NHL and NHL team marks are the property of the NHL and its
teams. © NHL 2011. All Rights Reserved.
CANADIAN BROADCASTING CORPORATION, CBC, and CBC and HOCKEYVILLE logos
are official marks or registered trademarks of the Canadian
Broadcasting Corporation. All rights reserved.
CBC/Radio-Canada is Canada's national public broadcaster and one of its
largest cultural institutions. The Corporation is a leader in reaching
Canadians on new platforms and delivers a comprehensive range of radio,
television, Internet, and satellite-based services. Deeply rooted in
the regions, CBC/Radio-Canada is the only domestic broadcaster to offer
diverse regional and cultural perspectives in English, French and eight
Aboriginal languages, plus seven languages for international audiences.
In 2011, CBC/Radio-Canada is celebrating 75 years of serving Canadians
and being at the centre of the democratic, social and cultural life of
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 major professional
sport. The NHL entertains more than 250 million fans each season
in-arena and through its partners in national television (VERSUS, NBC,
TSN, CBC, RDS, RIS, and NHL Network™) and radio (NHL Radio™, Sirius XM
Satellite Radio). Through the NHL Foundation, the League's charitable
arm, the NHL raises money and awareness for Hockey Fights Cancer™ and
NHL Youth Development, and supports the charitable efforts of NHL
players. For more information on the NHL, log on to NHL.com.
About the National Hockey League Players' Association
The National Hockey League Players' Association (NHLPA), established in
1967, is a labour organization 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 relations, product licensing,
marketing, international hockey and community relations, all in
furtherance of its efforts to promote its members and the game of
hockey. In 1999, the NHLPA launched the Goals & Dreams fund as a way
for the players to give something back to the game they love. Over the
past 12 years, more than 60,000 deserving children in 25 countries have
benefited from the players' donations of hockey equipment. NHLPA Goals
& Dreams has donated more than $20-million to grassroots hockey
programs, making it the largest program of its kind. For more
information on the NHLPA, please visit www.nhlpa.com.
About Kraft Foods
Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an
unrivaled portfolio of brands people love. Proudly marketing delicious
biscuits, confectionery, beverages, cheese, grocery products and
convenient meals in approximately 170 countries, Kraft Foods had 2010
revenue of $49.2 billion. Twelve of the company's iconic brands - Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident - generate revenue of more than $1 billion annually. On Aug. 4, 2011,
Kraft Foods announced plans to divide and create two independent public
companies: a high-growth global snacks business and a high-margin
North American grocery business. The transaction will take at least 12
months to complete, during which time plans regarding the structure,
management, governance and other matters will be announced. A leader
in innovation, marketing, health & wellness and sustainability, Kraft
Foods is a member of the Dow Jones Industrial Average, Standard &
Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability
Index. Visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.
SOURCE Kraft Hockeyville
For further information: