Kruger Big Assist gets more kids in the game

Article content

In Canada, hockey is more than just a game; it connects Canadians from coast to coast. But for many families, barriers to entry can make participating in the sport difficult. That’s why Kruger Products, makers of Cashmere, Purex, SpongeTowels, Scotties and Bonterra tissue products started the Kruger Big Assist in 2020 — to make hockey more accessible and inclusive for families across Canada.  

Now celebrating its fifth anniversary, the Kruger Big Assist has committed over $1 million to provide Canadian kids access to hockey, helping over 1,000 families play the game. This year, five Canadian minor hockey associations will receive $25,000 each, and one grand prize winner will receive an additional $75,000 to make hockey more accessible and inclusive in their community, decided by a public vote.  

“We launched the Kruger Big Assist to help more kids get on the ice,” says Susan Irving, chief marketing officer at Kruger Products. “All our funding has gone directly to helping kids across the country get access to hockey, and it’s been inspiring to see the impact it has made on these communities and helping kids achieve their hockey dreams.” 

TASA Minor Hockey Association, last year’s grand prize winner of $100,000, was able to launch its Come Try Hockey program that offers boys and girls the chance to try hockey through a 16-week training program free of charge and expanded its financial assistance program, making sure that hockey is a sport for everyone. 

Hockey brings communities together, but the cost of the sport can put it out of reach for some families. Enrolment fees, equipment costs and ice time add up. The Kruger Big Assist directly tackles these problems, funding minor league hockey clubs and opening doors to families that otherwise might get left out.  

To celebrate its fifth anniversary, Kruger Big Assist has partnered with five professional hockey players, each representing a region in Canada. These ambassadors include Macklin Celebrini for the Pacific region, Nazem Kadri for the Prairies, Natalie Spooner for Ontario, Marie-Philip Poulin for Quebec and Hayley Wickenheiser for Atlantic Canada. Together, they are working to raise awareness for the initiative and encourage Canadians to nominate and vote for their local minor hockey associations.  

For Wickenheiser, a six-time Olympian and the first woman to play full time professional men’s hockey in a position other than goalie, Kruger Big Assist’s mission hits close to home. Growing up, she often felt like the odd one out as the only girl on her team, but the support of her family and her community during her minor hockey journey laid the foundation for a blossoming career and lifelong connections on and off the ice. 

For many like Wickenheiser, hockey is more than just a sport, it’s a way to build character, foster relationships and develop skills that go far beyond the rink. 

“Hockey brings communities together, from early mornings to late nights at the rink, ” says Wickenheiser. “It also gives kids valuable life skills like teamwork, perseverance and confidence, which benefit them both on the ice and in every aspect of their lives.” 

Kadri, the first Muslim player to win the Stanley Cup, emphasizes the continued importance of inclusion in hockey. 

“Many talented young players miss out simply because they lack the opportunities or access to get started,” says Kadri. “Programs like the Kruger Big Assist are driving meaningful change, raising awareness about accessibility and inclusivity in hockey and ensuring that every child has the chance to play.” 

The Kruger Big Assist is more than just an initiative, it’s an invitation to shape the future of hockey. Communities can join in on the assist and support their local minor hockey association by submitting nominations before Feb. 10 at krugerbigassist.ca. 

In addition to nominations, Canadians can support local hockey organizations by purchasing specially marked Kruger Products packs, including Cashmere, Purex, Scotties, SpongeTowels and Bonterra. Between Jan. 1 and Feb. 28, 2025, proceeds from purchases will go directly towards funding the Kruger Big Assist. As a bonus, participants can upload pictures of receipts at krugerbigassist.ca to receive a limited-edition toque. 

“Hockey is woven into the fabric of our country, and minor hockey associations play a pivotal role in bringing communities together,” says Irving “We’re helping give every kid that wants to play a chance to be part of the hockey community, no matter their situation.” 

Visit krugerbigassist.ca to nominate a minor hockey association or purchase participating products to help make hockey more accessible and inclusive. Together, Canadians can make sure that hockey is a sport for everyone. 

This story was created by Content Works, Postmedia’s commercial content division, on behalf of Kruger Products.