TSN, RDS, and Kraft Announce Exclusive New Media Partnership for Kraft Hockey Goes On

- Official kick-off during the IIHF WORLD JUNIOR CHAMPIONSHIP medal games on January 5 live on TSN and RDS -

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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 country.

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 community."

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

About TSN

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.

About RDS

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:

For TSN:
Greg McIsaac, (w) 416.384.5180, (c) 416.458.3591, greg.mcisaac@bellmedia.ca
Chobi Liang, (w) 416.384.7584, (c) 416.859.4738, chobi.liang@bellmedia.ca
Renee Rouse, (w) 416.384.7599, (c) 416.428.4807, renee.rouse@bellmedia.ca

Twitter: @TSN_PR

For RDS:
Katia Aubin, (w) 514.529.2104, (c) 514.208.1235, katia.aubin@bellmedia.ca

For Kraft Canada:
Jennifer Zed at Edelman

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