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Budweiser Canada Says Its More Than Just A “Good Old Hockey Game”


Budweiser Canada PWHPABudweiser Canada partnered up with the Professional Women’s Hockey Players Association (PWHPA) to create some buzz and support for women’s hockey with the release of its star-studded spin on the “Good Old Hockey Game”.

A twist on the classic Stompin’ Tom Connor song, “The Hockey Song,” Budweiser brought together members of the PWHPA including Jayna Hefford, Marie-Philip Poulin, and Natalie Spooner, as well as notable personalities and supporters from across the country. From comedian Gerry Dee to Canadian hockey legend Cassie Campbell and hockey’s infamous duo Don Cherry and Ron Maclean, to sing the lyrics in a way that brings the current state of women’s hockey and the collapse of the Canadian Women’s Hockey League (CWHL) into the spotlight.

“Budweiser has supported all levels of hockey and its fans for more than 10 years and we’re proud to be an official partner of the PWHPA, but we know this is just the beginning,” said Todd Allen, VP Marketing, Labatt Breweries of Canada. “We wanted to go one step further with this rallying cry to not only bring people together to support the mission of the PWHPA, but also provide a united voice for the players.”

Good Old HockeyIn April 2019, 150 women’s hockey players were left without a professional league when the CWHL announced closure. That sparked the #ForTheGame movement where over 200 of the world’s best female hockey players banned together for something greater. Since then, the PWHPA has continued to advocate for women’s hockey not only for this generation, but for future generations of female athletes. In September 2019, Budweiser and the PWHPA announced its new partnership, naming Budweiser as the Official Beer of the PWHPA and supporter of the association’s Dream Gap Tour.

Budweiser and the PWHPA are calling on hockey fans and supporters alike to share the “Good Old Hockey Game” to show their support for women’s hockey and the PWHPA’s mission to promote, advance and support a single, viable professional women’s ice hockey league. As part of Budweiser’s long-time support for hockey and passion that this game is for us all, Budweiser is encouraging other brands to lay it on the line, step up and show their support for the women’s game because the best game you can name should be the good old hockey game.

Agencies behind the Budweiser Canada’s Good Old Hockey Game campaign?

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