Kraft Hockeyville: A History of Community Spirit and NHL Dreams
Kraft Hockeyville is more than just a contest; it is a celebration of the deep-rooted passion for ice hockey across North America. By awarding significant financial grants for arena upgrades and bringing the spectacle of the National Hockey League (NHL) to small towns, the program has revitalized local sports infrastructure and created lifelong memories for thousands of fans.
From its humble beginnings in 2006 to its expansion into the United States and its evolution in the face of a global pandemic, Hockeyville has consistently highlighted the role of the local rink as the heart of a community.
Key Facts
- Inaugural Winner: Salmon River, Nova Scotia (2006).
- Top Prize: Has grown from a C$50,000 gift card to C$250,000 in cash for arena upgrades.
- Core Reward: The winning community typically hosts an NHL pre-season exhibition game.
- International Reach: Expanded to include a USA division from 2015 to 2021.
- Broadcasting: Long-term partnership with Hockey Night in Canada and later Sportsnet.
The Early Years: Establishing a Tradition (2006–2010)
The inaugural 2006 season saw Salmon River, Nova Scotia, emerge as the first champion. Their "Deuvilles Rink" beat out 450 other entries to win a C$50,000 Home Depot gift card, which was used for roof reshingling, new lighting, insulation, and heating. Because the local rink was too small for a professional game, the exhibition match between the Montreal Canadiens and Ottawa Senators was held in nearby Truro.
By 2007, the application process became more accessible, moving to an online format requiring an essay and photographs rather than a mandatory video. The winner that year was North Bay, where the Atlanta Thrashers defeated the New York Islanders 4–3 in overtime.
The 2008 season introduced a regional competition structure. The Village sur Glace de Roberval in Quebec claimed the title, receiving C$100,000 for arena upgrades and hosting a game where the Montreal Canadiens beat the Buffalo Sabres 3–2. This era established the pattern of regional finalists competing for a national title.
In 2009, Terrace, British Columbia, won the title, hosting the Vancouver Canucks and New York Islanders. The 2010 season saw Dundas, Ontario, win with over one million votes, hosting a clash between the Buffalo Sabres and Ottawa Senators at the J. L. Grightmire Arena.
Evolution and Expansion (2011–2017)
The 2011 season saw the elimination of the wildcard entry and the splitting of the West and Pacific divisions. Conception Bay South, Newfoundland and Labrador, won the title. However, due to the relocation of the Atlanta Thrashers to Winnipeg, the scheduled game was played between the Ottawa Senators and the new Winnipeg Jets in St. John's.
The 2012 season was marked by the NHL lockout, which forced the cancellation of the scheduled game in Stirling-Rawdon, Ontario. Instead, an NHL alumni charity game featuring local native Rob Ray was held. No contest took place in 2013 due to the continued lockout.
In 2014, the format shifted to an "East vs. West" theme with 16 towns receiving guaranteed upgrades of C$25,000. Sylvan Lake, Alberta, eventually took the top prize and hosted the Arizona Coyotes and Calgary Flames.
The program expanded into the United States in 2015. The first US winner was Johnstown, Pennsylvania, which received US$150,000. In Canada, North Saanich, British Columbia, won the 2015 title. Subsequent years saw US winners in Marquette, Michigan (2016) and Belle Vernon, Pennsylvania (2017), while Lumby, BC (2016) and O'Leary, PEI (2017) claimed the Canadian titles.
Modern Era and Pandemic Challenges (2018–2026)
Starting in 2018, the East vs. West theme was replaced by a four-finalist system. The prize money for the Canadian winner increased significantly to C$250,000. Winners during this period included Lucan, Ontario (2018) and Renous, New Brunswick (2019).
The 2020 season was heavily impacted by the COVID-19 pandemic. While Twillingate, Newfoundland and Labrador (Canada) and El Paso, Texas (USA) were named winners, their pre-season games were postponed. These makeup games were eventually played in 2021 and 2022, respectively.
In 2022, the USA division was discontinued after Kraft Heinz's US division declined to renew its sponsorship. The Canadian contest continued, with Sydney, Nova Scotia, winning the 2022 title to support local female hockey associations. Recent winners include West Lorne, Ontario (2023), Elliot Lake, Ontario (2024), and Saint-Boniface, Quebec (2025).
For the 2026 season, the finalists list was expanded to 13, ensuring representation from every Canadian province and territory.
Summary of Major Winners and Prizes
| Season | Canadian Winner | US Winner | Top Prize (Approx.) |
|---|---|---|---|
| 2006 | Salmon River, NS | N/A | C$50,000 (Gift Card) |
| 2008 | Roberval, QC | N/A | C$100,000 |
| 2015 | North Saanich, BC | Johnstown, PA | C$100,000 / US$150,000 |
| 2018 | Lucan, ON | Clinton, NY | C$250,000 / US$150,000 |
| 2020 | Twillingate, NL | El Paso, TX | C$250,000 / US$150,000 |
| 2024 | Elliot Lake, ON | N/A | C$250,000 |
Frequently Asked Questions
What is the main purpose of Kraft Hockeyville?
The program aims to celebrate community passion for hockey by providing financial grants for arena upgrades and hosting an NHL pre-season game in the winning community.
Why were some NHL games played in different towns than the winners?
In several instances, the winning community's local rink was too small to accommodate the crowds and technical requirements of an NHL game, necessitating a move to a larger nearby facility.
How did the COVID-19 pandemic affect the contest?
The pandemic delayed finalist announcements in 2020 and forced the cancellation of the 2020 pre-season games. These games were eventually played as makeup events in 2021 and 2022.
Is the US division still active?
No, the US Hockeyville contest was discontinued after 2021 when the USA division of Kraft Heinz declined to renew its sponsorship.
How has the prize money changed over time?
The prize began as a C$50,000 gift card in 2006, increased to C$100,000 for several years, and eventually rose to C$250,000 for the Canadian winner in recent seasons.