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Mondelez Canada Inc.'s OREO brand and the National Hockey League Players' Association (NHLPA) have announced the second year of their collaborative CSR initiative, the 'OREO Stay Playful For All' program.

The renewed partnership involves a total financial commitment of $400,000 aimed at improving accessibility to hockey for youth across Canada. The campaign leverages high-profile athlete ambassadors to drive community engagement and nominations for equipment grants.

Grant Structure and Financial Breakdown

The program's funding is structured to deliver immediate material support to grassroots organisations.

• Equipment Grants ($200,000): Through the NHLPA Goals & Dreams fund, 14 youth hockey organisations will be selected to receive grants valued at either $10,000 or $25,000. This funding is specifically earmarked for purchasing new hockey equipment to lower the barrier to entry for young players.

• Foundation Support ($200,000): Expanding its scope for 2026, OREO has committed an additional $100,000 to be split between the Montreal Canadiens Children's Foundation and the MLSE Foundation. Crucially, this contribution will be matched by the Montreal Canadiens and the Toronto Maple Leafs, bringing the total distribution for this stream to $200,000.

Athlete Ambassadors

To amplify the message, the campaign features a roster of elite talent from both the NHL and the PWHL. Returning ambassadors include Quinn Hughes, Zach Hyman, William Nylander, and Nick Suzuki, alongside PWHL stars Sarah Nurse and Marie-Philip Poulin.

Devin Smith, Senior Director of Marketing at the NHLPA, commented on the player involvement: "Having Nick, Quinn, William and Zach, as well as Sarah and Marie-Philip, play such integral roles in this process of encouraging kids across Canada to stay playful is a perfect fit for the players and NHLPA Goals & Dreams."

Strategic Context

The initiative aligns OREO's brand purpose—"staying playful"—with a tangible social impact in a key Canadian cultural vertical.

Sonia Bongiorno, Canada Team Lead for Partnerships & Shopper Marketing at Mondelez Canada, stated: "At OREO, we know the importance of staying playful and this program invests in that spirit of play by bringing more kids into the beloved sport and supporting youth from local communities from coast to coast."

Application Timeline

The submission window for Canadian youth hockey organisations is open now until 27 March 2026. Grant recipients are scheduled to be announced in April 2026.