The result is the "Kruger Big Assist" program, which awarded $10,000 each to 15 minor hockey associations across Canada.
In addition, Kruger pledged an extra $5 for each assist earned during the 2020-21 NHL regular season, raising an additional $44,200 for 8,880 assists through May 19 -- a total donation of almost $200,000 in the first year of the program.
For Kruger, the leading Canadian paper manufacturer, an assist is applicable to the current global climate.
"It's been a difficult year for Canada's hockey families, and our goal is to support their love and participation in our national sport," said Susan Irving, the chief marketing officer for Kruger Products. "More than 500 minor hockey associations from across Canada applied for a #KrugerBigAssist to help their member families struggling to afford registration fees in these unprecedented times. We are proud and grateful to give them an assist."
Kristina Koprivica, corporate director, marketing at Kruger, said, "What worked really well for our program is the timing -- assists are so relatable for many. Whether it's an assist on the ice or off the ice, it is more important than ever that we assist each other in these unprecedented times."
Kruger gave back to groups like the West Colchester Minor Hockey Association in Debert, Nova Scotia, a league of 134 players ages 4 to 18 that's looked to hockey for strength after a shooting on April 18, 2020 killed 22 people in surrounding areas. The Abbottsford Minor Hockey Association in British Columbia has been galvanized by assistance following a sudden and unexpected death of a beloved member of the community. These are just some of the many touching stories the program has received during the past six months.
