News Release

Is You Community the Next Kraft Hockeyville?

This winter, Canadian hockey fanatics will get another shot to showcase their communities’ distinctive hockey pride through the KRAFT HOCKEYVILLE competition. Starting Dec. 1, 2007, communities from coast-to-coast are invited to submit their testimonials and compete for the Grand Prize which includes hosting a 2008/09 National Hockey League pre-season game played at the winner’s community arena. The Grand Prize also includes $100,000 towards arena upgrades – double the arena upgrade value from 2007.

KRAFT HOCKEYVILLE 2008 also features a new entry procedure, making it easier than ever for Canadians to participate and compete for this prestigious title. Communities can enter by logging on to www.cbcsports.ca/hockeyville, creating a team name, filling out a simple application form and submitting a short essay with three supporting photos that depict their hometown pride and passion for the game. The video component from proceeding years no longer applies.

“North Bay is still basking in the glory of being crowned KRAFT HOCKEYVILLE 2007 – it was like winning the ultimate hockey trophy,” said Chris Dawson, North Bay team leader. “KRAFT HOCKEYVILLE is really about the fans. I can’t think of a better way to bring community spirit and sport together.”

“Kraft Canada wanted to make this uniquely Canadian event as accessible as possible while providing greater incentive,” said Dino Bianco, President, Kraft Canada. “Canadians are incredibly passionate about hockey. We want to give everyone a chance to prove that. We’ve doubled the KRAFT HOCKEYVILLE arena upgrade prize value and expect this year’s contest to be the fiercest yet.”

Also new this year, each of the top five communities will have the honour to host Game Two of CBC’S HOCKEY NIGHT IN CANADA every Saturday from March 1 to March 29. Each week, CBC’s Scott Oake and Kelly Hrudey will visit one of the top five communities for a live, on-location broadcast. (Please see below for detailed broadcast schedule). After the March 29 episode, Canadians will have until Apr. 4 at 11:59 p.m. ET to vote for their favourite candidate.

“The KRAFT HOCKEYVILLE competition gives us an opportunity to celebrate the incredible hockey heroics, leadership and teamwork that bond Canadians with their communities and build hometown pride,” said Dave Scapillati, General Manager, CBC Media Sales and Marketing. “It is not just about what happens on the ice. We’re looking for individuals, teams and communities that demonstrate a love for the sport in a variety of ways.”

"The response to Kraft Hockeyville during the past two seasons has been amazing. This experience brings communities together and allows all hockey fans to form an even stronger bond with their favourite NHL players,” said Devin Smith, NHLPA Director, Marketing & Community Relations. “The third year of Kraft Hockeyville promises to be even more exciting and interactive, and the NHLPA is thrilled to be part of this fantastic initiative."

"Kraft Hockeyville's success over the first two seasons has shown the passion that Canadians have for both their communities and the NHL," said John Collins, NHL Senior Executive Vice President, Business and Media. "We are thrilled to have the opportunity to once again showcase our great players and exciting NHL experience in one of Canada's most passionate hockey communities."

The KRAFT HOCKEYVILLE 2008 competition opens on Dec. 1, 2007 at 12 p.m. ET. Participants will be able to submit applications through to Jan. 5, 2008 at 5 p.m. ET. The top ten communities chosen to compete for KRAFT HOCKEYVILLE 2008 supremacy will be revealed on CBC Television on Sunday, Feb. 17 at 6 p.m. local. Following the broadcast, Canadians will be invited to vote online or via telephone for the top five communities that best represent the spirit of hockey in Canada. Voting will close on Feb. 23 at 11:59 p.m. ET.

The KRAFT HOCKEYVILLE 2008 winner will be announced on CBC’S HOCKEY NIGHT IN CANADA on Saturday, Apr. 5. The winning community will receive a $100,000 arena upgrade (up from $50,000 in 2007), the honour of hosting CBC’s Hockeyville Special in their community, as well as an opportunity to host a 2008/09 NHL pre-season game at their community arena. Plus, for the first time, each of the four runner-up communities will also be awarded $20,000 towards arena upgrades.

KRAFT HOCKEYVILLE 2008 partners include Kraft Canada, CBC, the National Hockey League (NHL), and the National Hockey League Players’ Association (NHLPA).

For more information on KRAFT HOCKEYVILLE and to receive updates and information on how to enter your community visit www.cbcsports.ca/hockeyville.

NHL is a registered trademark and the NHL Shield and Game On are trademarks of the National Hockey League. All Rights Reserved.

About Kraft
Kraft Foods is one of the world's largest food and beverage companies with annual revenues of more than $34 billion. For over 100 years, Kraft has offered consumers delicious and wholesome foods that fit the way they live. Kraft markets a broad portfolio of iconic brands in 155 countries, including seven brands with revenue of more than $1 billion, such as Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Post cereals; Nabisco cookies and crackers; Jacobs coffees and Milka chocolates. Kraft became a fully independent company on March 30, 2007, and is listed in the Standard and Poor's 100 and 500 indexes. The company also is a member of the Dow Jones Sustainability Index and the Ethibel Sustainability Index. For more information, visit the company's website at www.kraft.com. In Canada, company brands include Kraft Dinner macaroni and cheese, Christie cookies and crackers, and Delissio pizza.

About the NHL
The National Hockey League, founded in 1917, is the second-oldest of the four major professional team sports leagues in North America.  Today, the NHL consists of 30 Member Clubs, each reflecting the League’s international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other sport. The NHL entertains more than 100 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, NASN, NHL Network and HDNet) and radio (Westwood One and XM Radio).  Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer, Hockey’s All-Star Kids and NHL Diversity, and supports the charitable efforts of all NHL players. For more information on the NHL, log on to NHL.com.

About the NHLPA
The National Hockey League Players' Association (NHLPA), established in 1967, is a labour union whose members are the players in the National Hockey League (NHL).  The NHLPA works on behalf of the players in varied disciplines such as labour law, product licensing, marketing, international hockey and community relations. In 1999, the NHLPA launched the Goals & Dreams fund, a $15-million hockey program which is the largest grassroots hockey program ever created. The players’ program has donated full sets of hockey equipment to more than 8,000 economically challenged children in 17 countries and assisted with upgrades and the building of hundreds of arenas world-wide. For more information on the NHLPA, please visit nhlpa.com.

Support photography is available at www.cbc.ca/imagegallery

For all public enquiries regarding the submission process please contact:

Alison Crocker
Media Profile,
Tel: (416) 504-8464 or 1-888-504-8464
crocker@mediaprofile.com

For media enquiries please contact:

Myra Reisler or Jess Hannick
Media Profile, Tel: (416) 504-8464 or 1-888-504-8464
E-mail: myra@mediaprofile.com / jess@mediaprofile.com

Julie Young, National Hockey League
Tel: (416) 981-2764
E-mail: jyoung@nhl.com

Jonathan Weatherdon, National Hockey League Players’ Association
Tel: (416) 313-2316
Email: jweatherdon@nhlpa.com