Kraft Hockeyville, the annual program that aims to find Canada’s most passionate hockey community, is expanding to the U.S.
For the first time since its inception in 2006, hockey towns south of the border can enter for a chance to win a $150,000 arena makeover, host a televised NHL preseason game at the local arena, and earn the title “Kraft Hockeyville 2015.”
The program’s expansion will be marketed in the U.S. via TV, digital and in-store media through 15 of its brands (including Bulls-Eye BBQ Sauce, Cracker Barrel, Jell-O, Kraft Mac & Cheese and Velveeta).
“Kraft has been an instrumental partner in our efforts to grow the game,” said John Collins, the NHL’s chief operating officer, in a release. “We’re thrilled to continue our 30-year relationship in Canada and expand our partnership with Kraft to the United States where together, through Kraft Hockeyville, we can celebrate the passion American communities have for our sport at all levels and reward their passion with an unforgettable experience as we bring an NHL preseason game to the winning community next fall.”
The agreement sees Kraft become an official sponsor of both the NHL and the National Hockey League Players’ Association (NHLPA) across all of North America, and an official partner of the NHL’s Winter Classic, Stadium Series, All-Star Game, Heritage Classic, Face-Off and Stanley Cup Playoffs.
Kraft’s U.S. partners include NBC Sports Group, NHLPA, NHL, and USA Hockey.
Kraft brands will also get sponsorship exclusivity in more than a dozen food and drink categories, including roast and ground coffee, cheese, packaged cold cuts, and desserts.
The puck will drop for Kraft Hockeyville in the U.S. with nominations beginning on Jan. 1 during the Bridgestone NHL Winter Classic.
Kraft also recently announced that it would be working with the Rogers-owned Sportsnet in Canada.
More than 40 Canadian communities have received more than $1.6 million in funding for arena improvements since Kraft Hockeyville launched eight years ago.
