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Hockey Canada announces partnership with Sofina Foods

Janes Design-A-Mask contest to showcase youth artwork at 2020 IIHF Women’s World Championship

December 18, 2019

CALGARY, Alta. – Sofina Foods has joined Hockey Canada as its newest national partner, a three-year agreement that will focus on feeding fan passion for Team Canada and bringing young Canadians closer to the game.

The centrepiece of the partnership will see Sofina Foods’ Janes brand engage fans with the Janes Design-A-Mask contest, which runs from Dec. 17-Feb. 17. The program will enable young Canadians to submit their original goalie mask designs for the opportunity to have their artwork worn by Team Canada goaltenders at the 2020 IIHF Women’s World Championship, March 31-April 10 in Halifax and Truro, N.S. This is the first time Canada’s National Women’s Team will proudly wear the unique and imaginative designs of Canada’s next generation.

The two lucky winners will each receive their very own painted mask, autographed by Team Canada, and a trip for four to Halifax in the spring to see Canada’s National Women’s Team compete for gold and to meet their goalie heroes.  

Janes will bring all fans closer to the game through social, digital and community activation during key events, including the 2020 IIHF Women’s World Championship and the 2021 IIHF World Junior Championship in Edmonton and Red Deer, Alta., and throughout the term of the partnership.

“We are proud to have Sofina Foods and its Janes brand join the Hockey Canada family of partners,” said Mike Ross, chief business development officer with Hockey Canada. “Janes understands the needs of today’s busy hockey family.  Their high-quality and delicious meal solutions mean that families can be ready for anything. We look forward to collaborating with Janes to build fan engagement across Canada and create new and exciting experiences for hockey families.”

“Janes is proud to be a long-time supporter of grassroots hockey through our partnerships with the Quebec International Peewee Hockey Tournament, and the Canadian Hockey League and its teams,” said Paul Craft, VP of marketing with Sofina Foods. “We are excited to feed the passion for Canada’s game with the addition of Hockey Canada and to further support the growth of women’s hockey in communities across the country.”

About Sofina Foods Inc.

Sofina Foods Inc. is a privately-owned Canadian company headquartered in Markham, Ont., dedicated to providing great tasting, high-quality food products for consumers. As one of the nation's leading manufacturers of primary and further-processed protein products for both retail and food-service customers, Sofina Foods has a broad portfolio of branded and private-label pork, beef, turkey and chicken products. Sofina's family of branded products includes Cuddy, Lilydale, Janes, Mastro, San Daniele, Fletcher's, Vienna and Zamzam. Sofina Foods currently operates 16 HACCP-approved manufacturing facilities, three hatcheries, two distribution centers and employs close to 5,000 people. To learn more about Sofina Foods, please visit SofinaFoods.com.

For more information:

Esther Madziya
Coordinator, Media Relations
Hockey Canada
[email protected]


Spencer Sharkey
Coordinator, Communications
Hockey Canada
Office: 403-777-4567
Mobile: 905-906-5327
[email protected]



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