Hyundai And Hockey, Together

According to a recent survey, two thirds of the parents of hockey players say that they have paid $1,000 or more every winter for their child to play in a league. Obviously this kind of money is out of reach for a lot of families, and so #Hyundai is stepping up to help. This month, for the second consecutive year, #Hyundai's Hockey Helpers program will help disadvantaged children to play in an organized hockey league. Fundraising activities will be organized at dealerships and online at In partnership with KidSport Canada, this year's program includes a public aspect, which will allow individuals and teams to organize their own fundraising through the "Hyundai 1000 Puck Challenge."

Last year, 1,879 children were able to play hockey thanks to #Hyundai Hockey Helpers. Montreal Canadiens player P.K. Subban, program ambassador has signed on to help promote the program in television and internet advertising. In the ads, he invites Canadians to participate in the Hyundai 1000 Puck Challenge. He has also developed a 1000-shot plan for kids to practice with, and improve their playing ability, which is available on the website.

"Having had the chance to grow up playing hockey, I understand the important role it can play in the development of trust and in the development of values in children. Unfortunately, the financial burden prevents many parents from giving this opportunity to their children," said Steve Kelleher, President and CEO of Hyundai Auto Canada.

"We are very fortunate to have such passionate support from Hyundai to help us achieve our common goal, which is to create opportunities for children with limited resources," said Jamie Ferguson, CEO of KidSport.

Subban, who won the 2013 Norris Trophy, said "I can not even imagine what my life would have been if I had not played hockey [...] This is a real investment in our youth. "

Subban is joined by his father Karl and by his brothers Malcolm, a draft pick of the Boston Bruins, and by Jordan, a Vancouver Canucks draft pick, in promoting the program.

By Linda Aylesworth -


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