Kruger Products, maker of Cashmere, Purex, Scotties, SpongeTowels® and Bonterra, is proud to announce the return of the Kruger Big Assist for its seventh year. With the support of Canadian hockey icons Hayley Wickenheiser and Matthew Schaefer, the program continues its mission to remove financial barriers and give more Canadian children the opportunity to play hockey.
Since launching in 2020, the Kruger Big Assist has committed $1.4 million to over 60 minor hockey associations across Canada, helping thousands of families access the game. This year, $200,000 will support minor hockey communities across the country, continuing its commitment to removing financial barriers and keeping more kids on the ice.
Canadians can nominate a minor hockey association for a chance to win up to $100,000. Nominations are open until February 8, 2027. Five regional winners will receive $25,000, and one grand prize winner will receive an additional $75,000. The grand prize winner will be selected by a public vote in March 2027.
“Hockey has a special way of bringing communities together, but the cost of playing can put the game out of reach for many families. Through Kruger Big Assist, we’re proud to help remove financial barriers and give more kids the opportunity to experience everything the game has to offer, both on and off the ice,” said Susan Irving, Chief Marketing Officer, Kruger Products. “As we enter our seventh year, we remain committed to helping make hockey more accessible and inclusive for families and communities across Canada.”
From rising registration fees to increased travel costs, various financial barriers can prevent families from participating in minor hockey. The Kruger Big Assist provides funding to minor hockey associations to help address these barriers and make the game more accessible within their communities.
Inspiring Action: Kruger Big Assist Ambassadors Return to Rally Canadians
This year’s program is backed by two legendary Canadian hockey stars who will help champion accessibility and inclusion. Each ambassador knows the importance of teamwork and community, and they’re continuing to inspire kids across Canada to get on the ice and join in. The ambassadors include:
- Hayley Wickenheiser: Five-time Olympic medalist, Hockey Hall of Famer and five-time Kruger Big Assist ambassador. Recently named to the Order of Hockey in Canada.
- Matthew Schaefer: First overall selection in the 2025 NHL draft, three-time Team Canada gold medalist, and 2026 Calder Trophy winner
New this year, Matthew Schaefer will share his own hockey journey that spotlights the people who assisted him throughout his life and helped him achieve his hockey dreams.
The film, which features the Calder Memorial Trophy winner alongside his real-life father, brother, and physiotherapist, shows Schaefer training and scoring on the net after being passed the puck by the different individuals who have assisted him in his hockey journey — their on-ice assist serving as a metaphor for how they assisted Schaefer off the ice in helping him achieve his goals.
Canadians will experience the campaign across a broad mix of broadcast, social and digital platforms. The campaign will come to life on TSN through integrated broadcast segments, including during the IIHF World Junior Championships and NHL broadcasts, as well as across social and digital properties, including BarDown and Digital SportsCentre. Additional campaign creative will run across social, digital, OLV, YouTube, connected TV, NHL.com, Meta and TikTok. In Quebec, the campaign will be amplified through broadcast integrations across TVA and TVA Sports.
Who is behind campaign:
- Public Relations: North Strategic
- Brand: Kruger Products
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