Kruger Products promotes inclusion in Canadian hockey with new edition of Big Assist
Program expands opportunities in the sport and features renowned athletes as regional ambassadors

Canadian manufacturer Kruger Products, known for brands such as Cashmere®, Purex®, Scotties®, SpongeTowels®, and Bonterra™, recently launched the 5th edition of the Kruger Big Assist program. The initiative, which aims to facilitate children’s access to hockey, will have the support of major sports figures to emphasize the importance of assistance both on and off the ice.
The program encourages Canadians to nominate local hockey associations that can receive up to C$100,000 in financial support. Nominations can be made until February 10, 2025, and the public will also participate in choosing the Grand Prize winner by voting for the finalist associations.
Each ambassador will represent one of Canada’s five regions:
- Pacific: Macklin Celebrini, first overall 2024 NHL Draft Pick
- Prairies: Nazem Kadri, Stanley Cup Champion
- Quebec: Marie-Philip Poulin, four-time Olympic medalist and three-time world champion
- Ontario: Natalie Spooner, three-time Olympic medalist and world champion
- Atlantic: Hayley Wickenheiser, five-time Olympic medalist and Hockey Hall of Famer
Since its inception, the Kruger Big Assist has invested over C$1 million in initiatives that help families overcome financial barriers to accessing hockey. In its first five years, the program benefited over 45 associations across Canada and helped nearly 1,000 families get their children involved in the sport.
In this edition, five associations will each receive C$25,000, and one will be awarded an additional C$75,000 after the public vote. The financial support is essential to making hockey more accessible, covering costs such as registration fees and equipment, which often prevent children from participating in the sport.
One example of the program’s impact is the support received by the TASA Minor Hockey Association from Nova Scotia, winner of the Grand Prize in 2024. With the funding, the association created the “Come Try Hockey” project, which offered 16 weeks of free training for children aged 8 to 13. In addition to the classes, participants received all the necessary equipment to start practicing the sport at no cost.
Hayley Wickenheiser, program ambassador, emphasized the social value of hockey: “Hockey provides kids with so many life skills, both on and off the rink, and it’s programs like the Kruger Big Assist that provide every kid that wants to pick up a stick the chance to get out onto the ice.”
In addition to nominations, canadians can also support the cause by purchasing Kruger Products brands marked with the program logo until February 28, 2025. The purchase of these items guarantees a limited-edition Kruger Big Assist toque, with profits going to the winning associations. The campaign reinforces Kruger’s commitment to promoting a more inclusive and accessible sport for all.
For more information on the Kruger Big Assist, please visit www.krugerbigassist.ca