The Reminder is making its archives back to 2003 available on our website. Please note that, due to technical limitations, archive articles are presented without the usual formatting.
Pepsi-Cola Canada Ltd. has partnered with Canadian hockey legend Wayne Gretzky for a three-year deal that will include advertising, retail promotion and a donation to the Wayne Gretzky Foundation - an organization dedicated to helping underprivileged kids to experience the sport of hockey. "For some families, having a child play hockey is just not do-able. When you're making choices between paying the rent or the grocery bill or playing hockey, there's no way," says Gretzky. "I'm really pleased to see companies like Pepsi give underprivileged kids a chance to enjoy the great game of hockey by making this donation." "When Canadians think of hockey icons, they think Wayne Gretzky. Pepsi couldn't be prouder to partner with Gretzky as we get more and more involved with hockey," said Richard Burjaw, Vice President, Marketing for Pepsi-Cola Canada. "We're especially proud to make a contribution to the Wayne Gretzky Foundation so that more kids can get on the ice." A national poll commissioned by Pepsi and released yesterday found that 82% of Canadians feel that all children living in Canada should have the opportunity to play hockey, but in turn, two-thirds (66%) of Canadians feel that hockey is becoming elitist due to its high costs to play. It can cost around $1,000 for a child to play minor hockey for a year (depending on several variables, such as equipment, number of tournaments, etc.). And of those surveyed, more than one-third (36%) feel that companies and corporations have a responsibility to help families who can't afford to experience the game of hockey. The poll also found the majority of Canadians (65%) either do not know or don't realize that it costs more for a child to play hockey for a season than it does for a low-income family of four to buy groceries for two months, pay rent for a month or provide clothing for one child for six months. Pepsi's donation to the Wayne Gretzky Foundation will result in the purchase of hockey equipment and ice time for underprivileged children in communities across the country. The three-year deal between Pepsi and Gretzky includes television advertising and consumer retail promotions. Beginning next week, Gretzky's image will appear in grocery stores and other locations where Pepsi products are sold as Pepsi kicks off a national hockey instant win promotion. The promotion gives consumers a chance to win one of four trips to Wayne Gretzky's Fantasy Hockey Camp. "Partnering with Pepsi is a great fit. Pepsi has a passion for hockey and sport in general, and so all the pieces fell into place," said Gretzky. "Over the last few years, Pepsi has been building on its association with the great sport of hockey in our marketing and promotional programs. We're involved at the grassroots level right up to being a sponsor of Hockey Canada and Team Canada. We're thrilled to have Wayne Gretzky on board to take us to exciting new levels," said Burjaw. Other survey highlights: When asked to choose from a list of benefits, 41% of Canadians surveyed agree that 'learning to be a team player' is the most important benefit that kids get from playing hockey, followed by physical exercise (20%), sheer pleasure of the game (19%), learning how to win and lose (7%), self-esteem (7%), leadership (1%). See 'Surveyed' P.# Con't from P.# 36% of Canadians surveyed agreed that companies have a responsibility to help families who can't afford for their children to play hockey; 54% said the responsibility lies with the communities in which the families live. 79% of Canadians surveyed said it's the history or tradition of the game of hockey that makes it such a big deal in Canada; 12% said it's hitting, checking and fighting. About the Wayne Gretzky Foundation The Wayne Gretzky Foundation is dedicated to providing less fortunate youth with the opportunity to experience the sport of hockey. This goal will be accomplished through the donation of hockey equipment and ice time, as well as providing the opportunity for young people to attend professional hockey games. The Wayne Gretzky Foundation believes that hockey instills many positive life skills and contributes to the physical, emotional and social growth of young people. About the Poll For the study 982 Canadians aged 18 years and over were interviewed by NFO CFgroup between January 21 and 28, 2004. Results based on a sample of this size are reliable within 3.2 percentage points 19 times out of 20.
