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Budweiser, PWHPA begin awareness promotion

Labatt Breweries of Canada has begun a promotional initiative in collaboration with the Professional Women's Hockey Player Association in the name of its Budweiser brand. The effort takes the form of a temporary statue installed in downtown Toronto intended to highlight gender disparity in hockey. Called “This Game is For Us All,” the statue depicts a female hockey player cheering for her team from behind a 10-foot board. The installation is intended to raise awareness of the lack of female representation in hockey symbols. The promotion also includes social media activities.

“Budweiser has a long history of supporting hockey at all levels, but like many brands, our focus has for too long been on the male players only,” said Mike D'Agostini, senior marketing director of Budweiser Canada. “We believe that the game is meant for everyone and women deserve to have equal share of the spotlight. As proud supporters of the PWHPA, we're committed to championing women's hockey and helping it receive equal representation on and off the ice, because that's what buds do.”

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