The Price of Passion: Kruger’s Big Assist Tackles Hockey’s Affordability Crisis

TORONTO, ON – January 12, 2026 – As a new year begins, a familiar challenge shadows rinks across Canada: the staggering cost of minor hockey. For countless families, the price of participating in the national pastime is becoming prohibitively high. Stepping onto the ice to address this is Kruger Products, which today announced its ‘Kruger Big Assist’ program has surpassed $1 million in donations since its inception, marking a significant milestone in its six-year effort to make the game more accessible for Canadian youth.

The program, launched in 2020, has now supported over 50 minor hockey associations and helped more than 1,500 families navigate the financial hurdles of equipment, registration, and ice time. With another $200,000 in funding committed for 2026, the initiative continues to provide a crucial off-ice assist to communities nationwide.

The Soaring Cost of Canada's Game

The narrative of hockey as an every-person's sport is increasingly at odds with financial reality. A study previously commissioned by Kruger Products in partnership with research firm Maru Public painted a stark picture: 78 percent of Canadians do not believe hockey is an affordable sport for most families. Furthermore, a staggering 89 percent stated that the cost of hockey, more than any other sport, heavily influences a parent’s decision to enroll their child.

These figures quantify a struggle felt in households from coast to coast, where rising equipment costs, league fees, and travel expenses can turn a child’s passion into a significant financial burden. This affordability crisis has not gone unnoticed. National charities like Canadian Tire's Jumpstart and KidSport Canada have long worked to subsidize costs for low-income families, highlighting a systemic issue that requires a multi-faceted response. The Kruger Big Assist has carved out a vital niche within this landscape, leveraging corporate resources to provide substantial, direct grants to the community associations that form the backbone of minor hockey.

A Million-Dollar Milestone in Corporate Support

For Kruger Products, the manufacturer behind household brands like Cashmere®, Scotties®, and SpongeTowels®, the program is an extension of its presence in Canadian homes. “Surpassing the $1 million milestone is something we’re incredibly proud of,” said Susan Irving, Chief Marketing Officer at Kruger Products. “At Kruger Products, our brands... are part of Canadians’ everyday lives off the ice, and through the Kruger Big Assist, we’re helping families get on the ice too. It’s all about supporting communities in every way we can.”

The program's structure is designed for maximum community impact. For its 2026 season, Kruger will award five regional grants of $25,000 each. Canadians are encouraged to nominate their local minor hockey association at KrugerBigAssist.ca before the February 22, 2026 deadline. Following the selection of the five regional winners, a public vote in April will determine which association receives the grand prize: an additional $75,000, bringing their total funding to $100,000.

This model not only distributes funds across the country but also empowers communities to champion the associations they believe are making the biggest difference in fostering accessibility and inclusion.

From Icons to Inspiration

Adding star power and authentic passion to the campaign is a trio of Canadian hockey ambassadors representing the sport's past, present, and future. Hockey Hall of Famer Hayley Wickenheiser, four-time Olympic medalist Marie-Philip Poulin, and 2025’s first overall NHL draft pick Matthew Schaefer are lending their voices to the cause.

For Wickenheiser, a returning ambassador, the program’s mission is deeply personal. "Growing up, I was fortunate to have people who gave me that extra assist, whether it was a coach who believed in me or a community that helped me stay on the ice," she stated. "Those moments shaped my career and my life. That’s why programs like the Kruger Big Assist mean so much. They’re about more than hockey; they’re about giving kids the same chance I had to dream big and play the game they love."

Marie-Philip Poulin, another returning ambassador known for her clutch performances on the world stage, emphasized the importance of inclusivity. “Supporting and seeing the impact of community-based programs that focus on inclusivity is important to me,” Poulin said. “That’s why I'm proud to return... to support in making the game more inclusive and getting kids on the ice, including in my home province of Quebec.”

Representing the next generation, Matthew Schaefer brings the perspective of a player whose minor hockey memories are still fresh. “I’ve been fortunate to play hockey since a young age... but I know not all kids get the same opportunity," Schaefer commented. "That’s why I’m teaming up with the Kruger Big Assist as an ambassador to help continue the program mission of removing barriers and getting more kids into the game.”

Real-World Impact: The North Halton Story

To understand the tangible impact of a $100,000 grant, one need only look at last year’s grand prize winner, the North Halton Girls Hockey Association. The funding transformed their ability to grow the game, allowing them to offer free fundamental hockey programming and subsidize registration fees to an extent previously unimaginable.

Crucially, the association also used the funds to introduce translation services. This innovative step aimed to dismantle language barriers for new-to-Canada families, ensuring that a child’s opportunity to play hockey isn’t dictated by their parents’ proficiency in English or French. It’s a powerful example of how financial support can fuel creative solutions that broaden the definition of accessibility, moving beyond just cost to address cultural and social inclusion.

As Kruger Products enters the sixth year of its program, its efforts are situated within a broader corporate commitment to social responsibility, outlined in its “Reimagine 2030” sustainability initiative. With a healthy financial report in 2024, the company appears well-positioned to continue this long-term investment. The Kruger Big Assist demonstrates a model where corporate support moves beyond a simple logo on a jersey to become an integral part of solving a community-level problem, ensuring that for more Canadian children, the dream of lacing up their skates remains within reach.