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Kruger Products launches $100K initiative for minor hockey

September 25, 2020  By P&PC Staff

Kruger Products has launched a new campaign to offer $100,000 in funding to help minor hockey associations across Canada cover the cost of registration for hockey families in need.

Kruger Big Assist invites minor hockey fans across Canada to nominate their favourite, most deserving local hockey association at BigAssist.ca until January 31, 2021. A panel of judges will select 10 winners from across Canada to be announced next March, with an additional five selected in June 2021.

“We are hockey parents ourselves, and understand how costly it can be to see your children through minor hockey,” says Dino Bianco, chief executive officer at Kruger Products. “We know Canadians are now facing unprecedented financial strain, especially in view of the pandemic.”


In addition to sponsoring the Kruger Big Assist, Kruger Products is the National Hockey League’s official tissue partner and says it will celebrate every one of the NHL’s 2020-21 regular-season assists by making additional donations for each assist recorded.

“Hockey simply wouldn’t be hockey without assists,” says Susan Irving, chief marketing officer at Kruger Products.

“They’re the greatest part of the game. Whether it’s a pass on the ice, help tying skates in the locker room, or carpooling to practice, assists bring our teams, community and country closer together. They make hockey Canada’s national game, and it’s why we’re committed to assisting minor hockey.”

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