With a portfolio of products including Cashmere, Purex, Scotties, and SpongeTowels, Kruger Products, has been a long-standing corporate citizen in Canada as we have seen here, here, and here. Today, Kruger confirmed its commitment to assist the communities it serves by announcing the return of the Kruger Big Assist, a program designed to help more kids get on the ice and play Canada’s beloved game of hockey.

This year, six Canadian minor hockey associations will each receive a $25,000 Kruger Big Assist donation to subsidize player enrollment fees for those in need. In addition, as part of the Kruger Big Assist program, one of those associations will receive an additional $50,000 Second Assist, a grant dedicated entirely to fostering diversity, equity, and inclusion in hockey with the aim to build a more equitable and inclusive future for kids in the sport.

“At Kruger Products, many of us are athletes and sports fans who have seen the power of sport in uniting communities, inspiring generations, and opening up opportunities outside the arena,” says Susan Irving, CMO of Kruger Products and a proud hockey mom of two. “Sports, and especially hockey in Canada, hold significant value in the overall growth and wellbeing of our children, which is why we’re thrilled to support more Canadian families and help kids participate in the game they love.”

This now makes the 3rd year in a row the company has rolled out its Kruger Big Assist program. Over the past two years, the Kruger Big Assist program has helped hundreds of families in need, by making hockey more affordable and accessible. To date, the Kruger Big Assist has committed over $600,000 to families and communities across Canada, helping thousands of Canadian kids get on the ice and achieve their hockey goals.

This year’s selected associations have been chosen based on their efforts to reach families in need of financial assistance, inspire youth to fall in love with the sport, support youth to achieve their dreams through hockey, and encourage diversity and inclusion in the community.

In 2022, the program proudly supported the Cape Breton Female Hockey Association as the inaugural Second Assist winner. The association used the funding to expand their programs, providing opportunities for 160 new-to-hockey players, 10 new goaltenders, 14 officials and 20 coaches, and welcoming almost 400 female players to date.