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Hockey Canada, Chevrolet Canada extend partnership through 2024

New five-year deal supports the game from the grassroots level to national teams

November 7, 2019

CALGARY, Alta. – Since 2001, Hockey Canada and Chevrolet Canada have built a long-standing partnership that supports the national pastime, one that has now been extended through 2024.

As an international marketing partner of Hockey Canada, Chevrolet Canada continues to support programs and initiatives from the grassroots to the world stage, including the IIHF World Junior Championship and IIHF Women’s World Championship. The collaboration will see Chevrolet support Canada’s national teams and event hosting operations, while further identifying and developing initiatives to enhance the game, including fan interactions and activations at national events and IIHF championships hosted by Hockey Canada.

At the grassroots level, Chevrolet Canada and Hockey Canada launched the Chevrolet Good Deeds Cup in 2016, inspiring thousands of Peewee players from across the country to build their values off the ice by demonstrating a strong work ethic, accountability and comradery through selfless acts.

“We are really looking forward to a renewed partnership with Hockey Canada as we kick off our fourth year of the Chevrolet Good Deeds Cup in the 2019-20 season,” said Laura Pacey, brand director for Chevrolet Canada. “Together, we are confident young players will continue to put positive values learned through hockey back into their communities.”

From Nov. 2 to Jan. 13, Peewee teams are encouraged to submit a video entry of their team’s good deed. On Jan. 25, 11 regional finalists will be selected and receive $2,000 for the charity of their choice. Canada will then vote for their top three favourite teams from Jan. 25 to Feb. 9, and each of the top three teams will receive a total of $5,000 for their charity of choice. For the grand prize, a panel of judges will deliberate on the season’s winner, which will receive a total of $100,000 for their charity of choice.

“Hockey Canada is proud to renew our partnership with Chevrolet and continue its sponsorship of all levels of hockey,” said Mike Ross, chief business development officer for Hockey Canada. “We share a common connection to communities through minor hockey associations and Chevrolet dealers across the country.”

About Chevrolet in Canada

Founded in 1911 in Detroit, Chevrolet is one of the world’s largest car brands, doing business in more than 100 countries and selling more than four million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature engaging performance, design that makes the heart beat, passive and active safety features and easy-to-use technology, all at a value. More information on Chevrolet models can be found at, on Facebook at or by following @ChevroletCanada on Instagram and Twitter.

About Hockey Canada

Hockey Canada is the governing body for hockey in Canada and a member of the International Ice Hockey Federation (IIHF), with a membership through its 13 member associations of over 750,000 players, coaches and officials. Hockey Canada is a not-for-profit organization that creates leading-edge hockey development programs for its members to deliver in communities across Canada; provides consistent rules and regulations and various other membership services from coast to coast to coast; manages numerous regional, national and international hockey championships and events; and leads the operation of all teams that represent Canada in international competition. Hockey Canada’s mission is to lead, develop and promote positive hockey experiences. For more information on Hockey Canada, please visit or follow through social media on Facebook and Twitter.

For more information:

Dominick Saillant
Director, Communications
Hockey Canada
[email protected]


Esther Madziya
Manager, Communications
Hockey Canada
[email protected]


Spencer Sharkey
Manager, Communications
Hockey Canada
Office: 403-777-4567
Mobile: 905-906-5327
[email protected]


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