BC Amateur Hockey Association and SHREDDIES Team up to Support Penalty Free Hockey

The BC Amateur Hockey Association has teamed up with POST SHREDDIES Cereal to coordinate the BCAHA Penalty Free Challenge, which rewards teams who play penalty-free games during Minor Hockey Week in January 2004.

The Penalty Free Challenge program exemplifies fair play, sportsmanship and safety to all minor hockey players in British Columbia, said Ed Mayert, President of the BC Amateur Hockey Association. Thanks to the support of committed partners like POST SHREDDIES Cereal, we are able to offer exciting grassroots initiatives such as the Penalty Free Challenge that encourage the development of young people both on and off the ice.

Hockey is the favourite activity of more than 2 million Canadians according to research from Hockey Canada. The sport is particularly popular among youth, with more than 450,000 players across the country registered with Hockey Canada. This number has been bolstered by a growth of women in the sport, which has enjoyed enrollment increases of 15% - 17% over the past two years .

All teams that enter the Penalty Free Challenge demonstrate that they are playing hockey for the love of the game, said Scott Ellis, Category Business Director, Cereals, Kraft Canada. By displaying a healthy attitude towards competition, co-operative teamwork and fair play, these kids are able to enjoy the game the way it was meant to be played.

This marks the 3rd year of POST SHREDDIES Cereal's sponsorship of minor sports across Canada. Together, the SHREDDIES brand and the BC Amateur Hockey Association are committed to providing a fun and educational experience for all players during the season.

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	Penalty Free Hockey
BC Amateur Hockey Association and SHREDDIES Team up to Support Penalty Free Hockey