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April 14, 2008
GN.013
TORONTO, April 9, 2008 – 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 (www.molsoncanadian.ca/hockey) 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
Overtime:
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 www.molsoncanadian.ca/hockey
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.
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