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TSN, RDS, Janes prepare women's hockey promotion

Sports specialty properties TSN and RDS have formed a promotional agreement with food company Janes and Hockey Canada. The initiative is intended to recognize “trailblazers in women’s hockey” during broadcasts of the IIHF World Junior Championship this month and the IIHF Women’s World Championship in the spring. According to the companies, the partnership is intended to encourage positive change and gender parity in hockey.

Canada’s National Junior team goalies will wear specially-designed masks during three games that feature six Canadian women’s hockey players selected via a national online poll. The agreement also includes Janes sponsorship elements that will air during TSN and RDS broadcasts, as well as its digital and social media properties. Janes is a subsidiary of Sofina Foods. TSN and RDS are owned by Bell Media. Janes and TSN developed the promotion is association with MediaCom Sport & Entertainment.

“We believe what gets celebrated grows and we want to be agents of positive change to grow the game together,” said Joanne Stencell, senior manager of sponsorships at Sofina Foods. “That is why we created the Janes’ All In program, to ensure that women’s hockey gets the attention it deserves. We are delighted that our widely recognized packaging and in-store presence will help honour great Canadian hockey players. Our partnership with Hockey Canada, TSN, and RDS will propel our goal even higher. We chose to use the goalie masks, a famous icon, to shine a light on some of the greatest women’s hockey players ever.”

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