Budweiser Canada and Professional Women’s Hockey Player Association erect monument to highlight gender disparity in hockey

  • ‘This Game Is For Us All’ Statue Calls On Hockey Fans To Join The Conversation And Share Their Support For Greater Female Representation #FortheGame
  • Despite making up nearly 46 percent of registered Canadian hockey players, women continue to struggle to be included in the symbols, support and coverage of the game.

TORONTO, November 8, 2021 Today, Budweiser Canada and the Professional Women’s Hockey Player Association (PWHPA) erected a temporary monument titled This game is for all of us, calling for greater female representation in hockey and its iconography.

Aiming to spark conversation among hockey fans and its supporters, the monument – located at 33 Yonge Street, on the northeast corner of Front Street and Yonge Street in Toronto, Ontario – features a female hockey player cheering on her team behind a 10-foot-long board. This provocative image is designed to highlight the lack of female representation in other iconic hockey symbols, and calls on hockey fans to join the conversation online by sharing their support for #FortheGame and hockey being for everyone.

“After winning a gold medal for Canada this summer and with a woman inducted into hockey history this week, there’s no denying that women’s hockey continues to dominate the sport at an elite level, ”said the four-time Olympic gold medalist and current operations consultant of the PWHPA, Jayna hefford. “Nevertheless, female athletes do not receive the same visibility and funding as their male counterparts. With the support of Budweiser, we’re leading a conversation about this disparity – in front of one of hockey’s most iconic buildings – and we hope hockey fans nationwide will join the movement to give more visibility. to women hockey players, because the game should be – and is – for all of us. “

In addition to its continued sponsorship of the PWHPA, Budweiser Canada is committed to continually amplifying this movement, with the goal of rallying fans of the sport to show their support for greater visibility of women in hockey in a variety of ways:

  • Leverage Budweiser’s marketing platform to highlight PWHPA’s mission and brand actions,
  • Promote how and when to watch PWHPA games – starting with the next PWHPA All-Star Tour – to encourage viewing,
  • Celebrate the goals of PWHPA as only Budweiser can, by launching a PWHPA brand Red light, available now for pre-order on shopbeergear.ca and work to synchronize Budweiser Red Light technology with PWHPA game streams,
  • Work with Budweiser partner restaurants, bars and pubs to broadcast women’s matches, and
  • Encourage consumers to share their continued #FortheGame support on social media.

“Budweiser has a long history of supporting hockey at all levels, but like many brands, for too long we have focused only on male players,” said Mike D’Agostini, Senior Director of Marketing, Budweiser Canada. “We believe the game is for everyone and that women deserve to have an equal share of the spotlight. As proud supporters of the PWHPA – and being the beer brand that brings friends together for playtime – we are committed to standing up for women’s hockey and helping it receive equal representation on and off the ice, because that’s what the Buds do. “

More than a figurative activation, the PWHPA and Budweiser Canada hope this unique facility will help advance the all-important discussion of women’s hockey being celebrated at the center of the rink alongside their male counterparts, especially as nearly 46 % of registered Canadian hockey players are female players. * In the years since the founding of the PWHPA, women’s hockey has achieved incredible achievements, but there is still work to be done:

  • Men’s professional hockey league assured $ 676 million in sponsorship money for the 2020-2021 season; and to this day, there is still no viable women’s professional league here at Canada**
  • The average annual salary of a male professional hockey player is US $ 3 million, while the players will earn as little as $ 2,000 a season***

For more information visit Budweiser.ca/ThisGameisForUsAll.

Make sure to follow Instagram and Twitter, and join the conversation with the hashtag #ForTheGame.

* The ice garden reported on the current enrollments of IIHF female players, quantifying where women’s football is most present and most changing.
** According to CNBC the National Hockey League has obtained $ 676 million in sponsorship money for the 2020-2021 season.
*** As reported by Hockey responded, the average salary of an NHL player in 2021 was US $ 3 million.

About Budweiser Canada
Budweiser – the king of beers – has been brewed since 1876 to the highest quality standards. Brewed in Canada for over 30 years, Budweiser uses only the finest ingredients without any artificial ingredients, additives or preservatives. Budweiser is distinguished by its crisp, crisp and distinctive flavor, the result of a unique aging process of beech wood.

About the Professional Women’s Hockey Players Association (PWHPA)
The mission of the Professional Women’s Hockey Players Association (PWHPA) is to promote, advance and sustain a single viable women’s professional ice hockey league in North America showcasing the world’s finest professional female ice hockey product. The organization aims to provide a united voice to players advocating for the creation of a sustainable professional league. The PWHPA strives to accomplish its mission by coordinating training needs and programming opportunities during the 2019-2020 season and by collaborating with like-minded organizations to make hockey more inclusive for women in today and for future generations.

SOURCE Labatt Breweries Canada

For further information: Veronica Bart, Director of Communications, Labatt Breweries of Canada, [email protected], 647,926,5028; Jessica Walcot, Senior Account Manager, Veritas Communications, [email protected], 647.545.7735; Ashley McLellan, Media Consultant, PWHPA, [email protected]

Catherine J. Martinez