Kraft Hockeyville Win Brings National Spotlight to Saint Boniface, Manitoba
Saint Boniface, a vibrant neighbourhood of Winnipeg, Manitoba, has been crowned the 2024 winner of Kraft Hockeyville. The annual community-driven competition, backed by Kraft Heinz in partnership with the NHL and NHLPA, awards one Canadian town $250,000 for arena upgrades and the opportunity to host an NHL preseason game.
Now in its 18th year, Kraft Hockeyville continues to be a cornerstone initiative supporting grassroots hockey infrastructure. For Saint Boniface, the prize money will go toward significant renovations to the Bertrand Arena, a key recreational hub for the local community.
“Winning Kraft Hockeyville is transformative. It reflects the passion, perseverance, and pride of our community,” said Martin Boucher, co-chair of the Saint Boniface organizing committee. The funds are expected to address longstanding facility issues, from aging locker rooms to seating and accessibility improvements—critical upgrades that align with increasing community demand for inclusive and modern recreational spaces.
In addition to the funding and NHL game, the program provides $10,000 worth of brand-new hockey equipment to each of the three runner-up communities: Enderby, British Columbia; Wemotaci, Quebec; and Elliot Lake, Ontario. These contributions are part of the broader “Good Starts” initiative, designed to reduce participation barriers in youth hockey by improving access to both equipment and infrastructure.
The Kraft Hockeyville platform has invested over $5.5 million into 97 communities across Canada since its inception, demonstrating Kraft Heinz’s continued commitment to supporting local sports through meaningful brand engagement. The program also aligns with Kraft Heinz Canada’s ESG goals, focusing on community impact and youth development.
For FMCG stakeholders, this campaign underscores the strategic value of purpose-driven marketing. By connecting brands with local culture and sports heritage, programs like Kraft Hockeyville continue to foster deep consumer loyalty while reinforcing brand equity on a national scale. The sustained success of the initiative suggests that community-focused activations are not only socially impactful but also commercially viable in building long-term brand resilience.