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Did you know that despite representing almost 46 per cent of registered Canadian hockey players, women continue to struggle for inclusion in the game’s symbols, support and coverage
To help spark more conversations, Budweiser Canada and Professional Women’s Hockey Player Association (PWHPA), have erected a temporary monument titled This Game is For Us All, calling f or greater female representation in hockey and its iconography.
The new monument is located at 33 Yonge St., and features a female hockey player cheering on her team from behind a 10-foot-long board. This provocative image is designed to spotlight the lack of female representation in other iconic hockey symbols, and is asking hockey fans to join the conversation online by sharing their support #FortheGame and hockey being for everyone.
“Budweiser has a long history of supporting hockey at all levels, but like many brands, our focus has for too long been on the male players only,” said Mike D’Agostini, Senior Marketing Director, Budweiser Canada. “We believe that the game is meant for everyone and women deserve to have equal share of the spotlight. As proud supporters of the PWHPA – and being the beer brand that brings friends together for game time – we’re committed to championing women’s hockey and helping it receive equal representation on and off the ice, because that’s what Buds do.”
In addition Budweiser Canada is committing to providing support in a number of ways including:
- Leveraging Budweiser’s marketing platform to spotlight the PWHPA’s mission and brand acts,
- Promote how and when to watch PWHPA games – starting with the PWHPA’s upcoming All-Star Tour – to encourage viewership,
- Celebrate PWHPA goals as only Budweiser can, by releasing a PWHPA branded Red Light, available now for pre-order at shopbeergear.ca and working to sync Budweiser Red Light technology to PWHPA game streams,
- Work with Budweiser partner restaurants, bars and pubs to air the women’s games, and
- Encourage consumers to share their continued support #FortheGame on social.
Agencies behind the Budweiser Canada This Game is For Us All Campaign
- Public Relations: Veritas Communications [TCO]
[thrive_posts_list category=’5′ title=”Other Recent Public Relations Campaigns” no_posts=”5″ filter=”recent” thumbnails=”on”]
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