Kraft Heinz sponsors Hockey Diversity Alliance
By Adnews Staff
Kraft Heinz Canada has signed a sponsorship agreement with the Hockey Diversity Alliance intended to support grassroots hockey in Canada. The organizatinon works to counter racism in hockey through programs designed to encourage participation in the sport. The agreement includes $1 million in financal support over the next four years. It will be used to provide underrepresented communities with ball hockey equipment to encourage participation among young Canadians who may not otherwise have the opportunity to play.
“At Kraft Heinz Canada, one of our core values is ‘We Demand Diversity,’ so this partnership makes perfect sense in that it will help make hockey a more inclusive game,” said Bruno Keller, president of Kraft Heinz Canada. “While hockey is often a means of bringing Canadians together, there are significant barriers preventing participation. Our partnership with the Hockey Diversity Alliance will help break down those barriers and increase access to, and encourage participation in, Canada's national sport.”