Kruger’s Big Assist hockey program returns for 4th season

Kruger Products has brought back its Kruger Big Assist program for the fourth year to help make hockey more accessible and inclusive.

Canadians can go online to nominate deserving minor hockey associations until Feb. 11, 2024. The public will also have a chance to join the assist as, for the first time, the program is introducing a public-voting feature allowing Canadians to cast their vote for the grand prize winner in 2024.

Since its launch in 2020, the Kruger Big Assist has helped remove barriers and make hockey more accessible for all Canadians. Now more than ever, as household costs are rising, support with hockey registration costs is invaluable for many Canadian families. A recent Maru Public Opinion survey commissioned by Kruger Products revealed that more than three-quarters (78 per cent) of Canadians surveyed do not perceive hockey as an affordable sport for most families, and 89 per cent said the cost of playing hockey, more so than other sports, strongly impacts a parent’s ability to register their kid(s).

The Kruger Big Assist has donated over $600,000 to over 40 hockey associations across the country, helping thousands of Canadian kids get on the ice and participate in the game. This year, Kruger Products is committing another $200,000, for a total commitment of $800,000 to date.

“At Kruger Products, we understand the pivotal role that sports play in bringing communities together, and the opportunities that present themselves when kids across Canada have access to sports,” says Susan Irving, CMO of Kruger Products. “Hockey is woven into the fabric of our country, and as a Canadian company, we’re proud to continue giving all kids the chance to play the game they love, while also introducing a new way for Canadians to become more involved in the Kruger Big Assist.”