The Stanley Cup(TM) coming soon to a living room near you?

    Bring Home the Stanley Cup(TM) contest gives Canadian hockey fans a
    chance to have Mark Messier deliver the Stanley Cup(TM) to their home!

    TORONTO, March 29 /CNW/ - Known as "the Holy Grail", "Lord Stanley's Mug"
and "The Cup," the Stanley Cup(TM) is one of the most celebrated sport icons
and is the ultimate goal of hockey's greatest players. During playoff season
when the stakes are at their highest, every Canadian hockey fan dreams that
their favourite team will win and raise the Stanley Cup over their heads in
    Like the players, many fans have their own pre-game and game-watching
rituals. Some fans wear the same socks for every game, some won't shave for a
month and others paint their bodies in their favourite team's colours. Now,
for the first time ever, Canadian hockey fans have the opportunity to win the
ultimate hockey fan's prize - the Stanley Cup delivered to their home by
former Stanley Cup Champion, Mark Messier.
    The Pepsi(R), Lay's(R) and Gatorade(R) brands together with CBC's Hockey
Night in Canada, the National Hockey League (NHL) and the National Hockey
Players' Association (NHLPA) want to hear from Canada's most passionate hockey
fans. By submitting a video or photo that shows how they watch the NHL
Playoffs and describing what having the Stanley Cup delivered to their home
would mean to them, one Canadian could win:

    -  A one-of-a-kind hockey shrine designed by CBC's Hockey Night in Canada
       complete with a Samsung HDTV Home Theatre System, two Hockey Night in
       Canada leather chairs and memorabilia, an Xbox 360(TM) Game System
       Console, a flowing supply of Pepsi, Lay's and Gatorade products and
       much more
    -  The Ultimate Playoff Party for 20 of their closest friends and family
       which will be broadcasted on CBC's Hockey Night in Canada during a
       2007 playoff game
    -  And, the official Stanley Cup delivered to their home by six-time
       Stanley Cup champion, Mark Messier!

    "The Stanley Cup represents what hockey players work for all their lives,
and while the greatest hockey players in the world dream of raising The Cup
over their head, there is also real magic when true hockey fans get to
experience The Cup for themselves." said Mark Messier, former Stanley Cup
champion. "That's why I'm so excited to team up with Pepsi, Lay's and Gatorade
to be the one who brings the Stanley Cup to the home of one very deserving
Canadian hockey fan."
    To enter the Bring Home the Stanley Cup contest, Canadian hockey fans go
to from March 25 to April 30, 2007 where they
submit a video or photo of how they watch the playoffs and complete the online
entry form. A panel of judges will choose three finalists from among all
eligible entrants and each finalist's video or photo will be posted online
from May 5 to 8, 2007, during which time the public can vote for their
favourite entry. The finalist with the most votes at the end of the voting
period will be eligible to win the grand prize. Full contest rules and
regulations are available at
    "There's no doubt that hockey is Canada's treasured national sport and
Pepsi, Lay's and Gatorade have been long-standing supporters of the game on
and off the ice," said Tom Hare, Vice President of Marketing at Pepsi-QTG
Canada. "While the NHL players hydrate for an intense game by drinking
Gatorade, fans watching the game can rely on Pepsi and Lay's to enhance their
playoff-viewing experience."
    "The Bring Home the Cup contest is a once-in-a-lifetime opportunity to
experience the passion of the playoffs with the Stanley Cup and Mark Messier
as the guests of honour in the home of one lucky hockey fan," said Dale
Hooper, Vice President Marketing, Frito Lay Canada.
    Each week, some of the best, weirdest, wackiest videos and photos will be
profiled on and hockey fans across the country can
interact by viewing and commenting on the entries.
    "CBC's Hockey Night in Canada has played an important role in building
the passion that Canadians of all ages have for our game. It's great to work
with Pepsi, Lay's and Gatorade to deliver a unique experience to one lucky
fan," said Dave Scapillati, General Manager Media Sales and Marketing, CBC.
    Advertising to support the contest was developed by CBC and features Mark
Messier bringing the Stanley Cup to someone's home. TV ads will run nationally
on CBC during Stanley Cup playoff games. In addition, eight feature-length
segments with Canadian NHL players and personalities discussing their personal
play-off rituals and traditions will air on CBC during Stanley Cup playoff
games and online at Promotional support includes
special-edition Pepsi and Lay's packaging, including a collector's series of
cans, featuring six Canadian Stanley Cup winners and specially marked Gatorade
NHL Team packs with exclusive NHL Upper Deck hockey cards.

    About Pepsi, Lay's and Gatorade:

    Pepsi, Lay's and Gatorade each have a long history of supporting hockey
and are the official sponsors of the NHL and NHLPA.
    Pepsi is Canada's favourite cola and also has hockey partnerships with
Sidney Crosby, Wayne Gretzky, Hockey Canada, and the Hockey Hall of Fame.
Pepsi-QTG Canada is a member of the PepsiCo, Inc. family of companies and a
leader in the Canadian beverages industry.
    Lay's is Canada's favourite brand of potato chips, leading market share
in all Canadian regions. Frito Lay Canada is a member of the PepsiCo, Inc.
family of companies and is Canada's largest snack food company. Lay's has
partnerships with Mark Messier, Sidney Crosby, Hockey Canada, and the Hockey
Hall of Fame.
    Gatorade is the official sport drink of the NHL and all 30 NHL teams.
Gatorade is also the official sport drink of Hockey Canada, the Canadian
Hockey League, and Sidney Crosby. Gatorade is scientifically formulated and
proven to quench thirst, replace fluids and electrolytes and provide
carbohydrate energy to enhance athletic performance.

    About CBC's Hockey Night in Canada:

    CBC's Hockey Night in Canada has been a national institution since 1952
and will provide Canadians with daily comprehensive coverage of all four
rounds of the 2007 Stanley Cup Playoffs, including exclusive coverage of
Canadian NHL teams and the 2007 Stanley Cup Final. Hockey fans can visit 24 hours a day, seven days a week during the 2006-07 NHL
post-season for comprehensive coverage, including weekly columns from analyst
Scott Morrison, breaking news, in-depth reports, broadcast schedules and more.

    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.
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, NHL
Network and HDNet) and radio (Sirius and XM Radio). 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). In 1999, the NHLPA launched the Goals & Dreams fund, a
$15- million hockey program which is the largest grassroots hockey program
ever created.

For further information:

For further information: about the Bring Home the Stanley Cup contest or
to book an interview, please contact: Sarah Rutka or Sheri Morgan,
Fleishman-Hillard Canada for Pepsi, Lay's and Gatorade, (416) 645-8191/(416)
645-3643,; OR Jennifer
Neziol, Media Profile, for CBC, (416) 342-1818, (Mobile) (416) 500-4733,

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890