PepsiCo Beverages Canada

PepsiCo Beverages Canada

December 26, 2009 10:00 ET

Pepsi's Cheer Nation Celebrates Canadian Hockey at 2010 IIHF World Junior Championships

Cheer Nation Fans Help Push Canada to Gold and Beyond

TORONTO, ONTARIO--(Marketwire - Dec. 26, 2009) -

Editors Note: A photo for this release will be available via Marketwire on the picture wire of The Canadian Press

PepsiCo Beverages Canada's Cheer Nation (www.pepsi.ca/cheernation) program celebrates the support of thousands of fans across the country for Team Canada's drive for gold which begins today at the 2010 IIHF World Junior Championship in Regina and Saskatoon.

"The support we're seeing for our national hockey teams demonstrated by fans from coast to coast proves once again that we have the best hockey fans in the world. Pepsi is proud to continue our longstanding partnership with Hockey Canada and TSN, and our tradition of supporting hockey at all levels, from coast to coast," said Dale Hooper, Vice President of Marketing for PepsiCo Beverages Canada.

"Pepsi has long been a great supporter of Hockey Canada, of Team Canada and of our efforts at the World Juniors and other major events. Cheer Nation helps channel the kind of enthusiastic fan support our players have come to rely on from Canadian hockey fans," said Scott Smith, Chief Operating Officer for Hockey Canada.

Thousands of Canadian hockey fans have signed up to show their support for Cheer Nation through www.pepsi.ca/cheernation and many thousands more are expected to join in the days ahead as Canada goes for Gold at the World Juniors.

The goal of the program is to give Canadian hockey fans their own iconic cheer – created by fans themselves – to support our teams in international competitions for years to come. Cheer Nation supported the World Sledge Hockey Championships last month in Charlottetown and will support upcoming events like the Allan Cup, Esso Cup and RBC Cup this spring.

The first million Canadian fans who sign up will have their name displayed in the Hockey Hall of Fame in Toronto, alongside the game's all-time greatest players.

"Canadian hockey fans are uniting to show our players how much we support them. Even if you are not in Saskatoon and Regina to cheer our team on in person, by joining Cheer Nation, your voice can be heard. It makes a huge difference to our players!" said Cameron Hughes, a program ambassador who is known as the "Cheer Guy" for his dedicated and vocal support of Canadian hockey teams.

Through Pepsi's Join the Cheer program, a new national hockey cheer was written by Joan Buma of Grimsby, Ontario, a life-long hockey fan. It was selected from more than a thousand entries from hockey fans across the country. Canadians can learn her cheer "EH! "O Canada Go!" on video at the www.pepsi.ca/cheernation website.

PepsiCo's history of hockey support in Canada dates back more than a quarter century and includes such programs as Team Up For the Cup with TSN and the National Hockey League Players Association, support of past Canada Cups, the Wayne Gretzky Foundation, and support for Hockey Canada development programs across Canada.

"At Pepsi we strive for a commitment to hockey that's exactly the same as the dedication and commitment of Canadian hockey fans – to be there every year, year-in and year-out, for our players. We proudly intend to continue our commitment to the greatest hockey nation in the world and to Canadians, the greatest hockey fans in the world," Hooper said.

About PepsiCo

PepsiCo Beverages Canada is a member of the PepsiCo, Inc. family of companies. Brands Pepsi, Lay's and Gatorade each have a long history of supporting hockey and are the official sponsors of the NHL and NHLPA.

Pepsi is the official soft drink of the NHL and the NHLPA, and has hockey partnerships with Sidney Crosby, Wayne Gretzky, Hockey Canada, and the Hockey Hall of Fame. Lay's is Canada's favourite brand of potato chips, leading market share in all Canadian regions. Lay's has partnerships with Mark Messier, Sidney Crosby, Hockey Canada, and the Hockey Hall of Fame. Gatorade is the official sport drink of the NHL, the NHLPA and all 30 NHL teams. Gatorade is also the official sport drink of Hockey Canada, the Canadian Hockey League, and Sidney Crosby. Gatorade Thirst Quencher is scientifically formulated to rehydrate, replenish and refuel athletes in ways water can't.

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