Grow a Hockey Beard to Support The Future of The Game in Canada
April 14, 2008

TORONTO, ON – Molson Canadian is challenging hockey fans from coast to coast to put down the razor during the post-season in the name of raising funds for the future of Canadian hockey. The announcement came as part of today’s launch of the Molson Canadian True Fan Campaign which rallies hockey fans to show their support for their favourite team in the post-season and for the future of hockey in Canada.

In exchange for growing a hockey beard, participants are asked to gather pledges from friends, family and colleagues, which will be donated to the Canadian Hockey Foundation. All funds will support the future development and delivery of Hockey Canada programs, projects and activities.

“Growing a beard to support your team’s post-season fortunes is a tradition that transcends all levels of hockey,” said Michael Shekter, Senior Brand Manager, Molson. “And it doesn’t hurt that participating in the True Fan Campaign to support the future of hockey helps explain your new look to your boss.”

“The Molson Canadian True Fan Campaign gives hockey fans at all levels a chance to really make an impact on the future of the game in Canada, while having fun and getting into the spirit of the post-season,” said Noel Fader, executive director, Canadian Hockey Foundation. “Funds donated will be instrumental in teaching players of all levels the fundamental skills of the game, supporting women’s hockey, improving coaching resources, and preparing players for international competition.”

Molson Canadian True Fan Game Plan
Play-by-play instructions on how to get in on the playoff action:

First period:
Visit the Molson Canadian True Fan website ( and download a True Fan pledge form
Second period:
Set a True Fan Campaign goal (which can be monetary or can specify a desired beard length)
Third period:
Raise and collect pledges from friends, relatives and co-workers to support hockey development programs in Canada through the Canadian Hockey Foundation
Forsake the razor and grow a beard until the last Canadian team has won or exited the post-season

The True Fan Campaign also includes:
- Prize giveaways to the best beards at NHL playoff games in Canadian cities
- Contests and prizing at pre-game tailgate parties
- Full campaign details are available at

About Molson
With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson Canada is proud to be the nation's preferred brewer. The company proudly offers the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson Canada also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft and Foster's Lager. Molson operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Canada is part of the Molson Coors Brewing Company.

About the Canadian Hockey Foundation
The Canadian Hockey Foundation provides a source of secure sustainable, long term funding to support the future development and delivery of Hockey Canada programs, projects, and activities. The CHF accepts contributions for the purpose of establishing and growing a selection of endowment and annual Funds. Caring Canadians who want to give back to the game can now do so knowing their gift to the CHF will have an impact for generations to come. Working with the Hockey Canada team, the CHF puts gifts to work to help ensure Canada remains at the forefront in the development and promotion of amateur hockey.

For more information:

Lisa Dornan
Director, Communications
Hockey Canada
403-777-4557 / 403-510-7046 (mobile)


Morgan Bell
Manager, Communications
Hockey Canada
403-284-6427 / 403-669-1261 (mobile)


Esther Madziya
Coordinator, Media Relations
Hockey Canada


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