Pucks, Pancakes, and PNW Pride: Krusteaz and Kraken Partnership Sweetens Fan Experience

SEATTLE, WA – March 10, 2026 – In a move that blends the thrill of professional hockey with the comfort of a classic breakfast, the Seattle Kraken and The Krusteaz Company are set to host their 5th Annual Pucks & Pancakes Watch Party. The fan-favorite event, scheduled for Saturday, March 14, at the 32 Bar & Grill inside the Kraken Community Iceplex, offers more than just a place to watch the Kraken face off against the Vancouver Canucks; it serves as the public celebration of a new, multi-season partnership between two quintessential Pacific Northwest institutions.

Fans are invited to the free event to enjoy breakfast-for-dinner specials crafted from Krusteaz mixes, participate in raffles, and cheer on the home team in a lively atmosphere. Yet, beneath the surface of syrup and slap shots lies a strategic alliance built on shared regional identity, community investment, and a sophisticated approach to enhancing the modern fan experience.

A Pacific Northwest Power Play

The new sponsorship agreement solidifies a formal relationship between Seattle's NHL franchise and a heritage food brand that has called the city home for over 90 years. Krusteaz, founded in 1932 on the simple but revolutionary idea of a “just-add-water” pie crust, has become a staple in American kitchens. This partnership sees the company officially aligning with the Kraken, Climate Pledge Arena, and the Kraken Community Iceplex for multiple seasons, weaving its brand into the fabric of Seattle's hockey culture.

“As a brand born here in Seattle, we're thrilled to partner with our hometown team and connect with fans who share our Pacific Northwest pride,” said Andy Heily, President and CEO of The Krusteaz Company, in a statement. “Events like Pucks & Pancakes embody what Krusteaz is all about: bringing people together, creating joyful moments, and giving back to our community.”

The sentiment is mutual. The Kraken organization views the collaboration as a way to deepen its local roots and enrich the game-day environment for its passionate fan base. “We're excited to welcome Krusteaz as an official partner and to bring their iconic local flavor to Kraken Community Iceplex,” added Sophie Ryder, Director of Partnership Marketing for the Kraken. “This partnership enhances the fan experience and deepens our shared commitment to supporting youth and families across the region.”

This long-term commitment will manifest in expanded Krusteaz brand visibility through in-arena digital signage and advertising during game broadcasts, ensuring the company’s presence is felt well beyond a single event.

More Than Just a Game: Community at the Core

A cornerstone of the Pucks & Pancakes event is its direct community giveback. Fifteen percent of sales from all Krusteaz menu specials sold during the watch party will be donated to the Boys & Girls Clubs of King County. This initiative is not a standalone gesture but rather an extension of long-standing philanthropic commitments from both organizations.

The beneficiary is described as a “longtime partner” of both The Krusteaz Company and the Kraken’s charitable arm, the One Roof Foundation. The One Roof Foundation is a pivotal part of the Kraken's identity, focusing on three core pillars: increasing access to sports for all youth, fighting youth homelessness, and advancing environmental justice. The foundation has been instrumental in bringing ball hockey to underserved communities and ensuring equitable access to skating and hockey programs at the Iceplex.

Similarly, The Krusteaz Company, operating under its parent Continental Mills, has a well-documented history of corporate social responsibility. For more than two decades, it has maintained a robust partnership with Food Lifeline, a local hunger relief organization, contributing financially and donating hundreds of thousands of pounds of its products. This established history of giving lends authenticity to the Pucks & Pancakes fundraiser, framing it as part of a continuous, deeply integrated commitment to the well-being of the Puget Sound region.

Crafting the Fan Experience from Iceplex to Arena

The Pucks & Pancakes event, now in its fifth year, has become a beloved tradition, transforming the Kraken's training facility into a hub of fan activity. It represents a modern approach to sports marketing that prioritizes fan engagement beyond the 60 minutes of game time. By offering a free, family-friendly gathering with unique food and prizes, the organizations build a stronger, more personal connection with their audience.

This strategy of curated local experiences extends into the heart of Climate Pledge Arena. The new partnership will see two other brands under Andy Heily's leadership, Fisher Fair Scones and Old Log Cabin Whiskey, become available at the arena. The inclusion of these brands is particularly strategic. Fisher Scones are a cultural touchstone in the region, a beloved tradition of the Puyallup Fair for over a century. Old Log Cabin Whiskey, designated the “Official Local Whiskey Partner,” is a hyper-local distillery located just over a mile from the arena.

Their integration aligns perfectly with Climate Pledge Arena’s overarching food and beverage philosophy, dubbed “The Climate Collective,” which prioritizes high-quality, locally sourced, and sustainable food options. These brands will join an impressive roster of Seattle-area favorites like Ivar’s and Piroshky Piroshky, creating a culinary landscape that is unmistakably Pacific Northwest.

A Growing Trend on Seattle's Sports Scene

The Kraken and Krusteaz partnership is a prime example of a successful and growing trend among Seattle's professional sports franchises. Teams are increasingly looking inward, leveraging collaborations with local companies to foster regional pride and deliver authentic experiences that resonate with their fan bases.

The Seattle Mariners’ T-Mobile Park is a showcase of local flavor, featuring outposts from regional culinary stars like Din Tai Fung, Beecher’s Handmade Cheese, and Salt & Straw. The team’s partnership with Starbucks, another Seattle icon, extends beyond coffee service to significant community initiatives tackling food security and housing access.

Likewise, the Seattle Seahawks have woven localism into their operations, partnering with the organization Intentionalist to spotlight minority-owned small businesses and working with Safeway and Northwest Harvest on massive food drives like the “Home Team Harvest.” These alliances demonstrate a clear understanding that in a city with a strong local identity, authenticity is paramount.

By uniting a heritage food brand with a modern sports franchise, the Krusteaz-Kraken partnership follows this proven playbook. It transforms a standard sponsorship into a compelling narrative about community, tradition, and shared identity. As fans gather at the Iceplex, they will be celebrating more than just a hockey game; they will be participating in a distinctly Seattle tradition, where hometown teams and heritage brands unite to strengthen the community they both call home.