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Sponsorship roundup

Restaurant chain The Keg Steakhouse & Bar has signed-on as the presenting sponsor of the 2010 "It's Always Something" Variety Show, a fundraising event in support of Gilda's Club Greater Toronto. The event will take place in Toronto on Nov. 22. Gilda's Club provides emotional and social support programs to people living with cancer. "We are extremely pleased to be associated with such a valuable and worthy facility as Gilda's Club, and to continue our commitment to give back to our communities," said Mary DiCecco, marketing director at Keg Restaurants. "The Keg is proud to support the outstanding talent, production and volunteers of 'It's Always Something,' which has become a spectacular night of entertainment in Toronto."

Ice cream maker Ben & Jerry's has begun a fundraising initiative in association with the National Hockey League Players' Association Goals & Dreams program. During the initiative, part of the proceeds from the sale of each package of the company's new Caramel Hat Trick flavour will be donated to the program, which supports grassroots hockey programs for children nationally. "Hockey is Canada's official winter sport, most popular spectator sport and most successful sport in international competition, but to Ben & Jerry's, it's more than that," said Shoshana Price of Ben & Jerry's Canada. "It is a sport that is ingrained in Canadian culture, whether you’re a coach or fan, playing in a backyard rink, community arena or under the bright lights. Hockey is a rite of passage that every kid should have." Ben & Jerry's is a subsidiary of Unilever.

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