Kruger Products is proud to announce that the Kruger Big Assist is back for its seventh year. With support from Canadian hockey icons Hayley Wickenheiser and Matthew Schaefer, the Kruger Big Assist continues its mission to remove financial barriers and give more Canadian kids the chance to play hockey.
In the spot, Schaefer trains and scores off passes from the people who helped him get to the NHL: his father, his brother and his physiotherapist. Each pass on the ice stands in for the help they gave him away from the rink. Building it on real people in Schaefer’s life, rather than actors, ties the creative directly to the “assist” idea in the program’s name.
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 be awarded to support minor hockey communities across the country, continuing its commitment to helping remove financial barriers and keep more kids on the ice.
Canadians are encouraged to nominate a minor hockey association for the 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.”
Rising registration fees and travel costs can make minor hockey unaffordable for many families. The Kruger Big Assist provides funding to minor hockey associations to help reduce these barriers and make the game more accessible in their communities.
This year’s program is supported by two legendary Canadian hockey stars who will champion accessibility and inclusion. As ambassadors, they understand the power of teamwork and community—and they’re inspiring 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
This year, Kruger This year, Kruger recruited Matthew Schaefer to share his hockey journey that spotlights the people who assisted him throughout his life and helped him achieve his hockey dreams.
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's behind the campaign?
- Brand: Kruger Products
- Agency: North Strategic
(click on the link to view the agency's Vendor Directory listing)
