Molson Coors Canada Staking $1 Million to Advocate for More Active Living Across Canada

Molson Coors Community Cheer program enables selected Canadian communities to access funds to help promote healthy, active lifestyles
Sep 20, 2011 10:00 AM ET

(3BL Media / theCSRfeed) Toronto and Montreal - September 20, 2011 - Does your community rink need a new roof? The local baseball field new fencing? Want to start a program that gets people up and moving? Molson Coors Community Cheer program just may be the answer. Together with the voting support of Canadians, the program will donate up to $1 million to support projects and initiatives across Canada that help promote a healthy, active lifestyle in local communities – and it’s looking for worthy recipients.  

“Molson Coors Community Cheer was built on 225 years of community involvement in Canada dating back to our founder, John Molson,” says Ferg Devins, Chief Public Affairs Officer, Molson Coors Canada.  “His belief that we are all members of a larger community with a role to play remains unchanged today. We hope to continue to do our part by supporting worthwhile initiatives that promote a balanced lifestyle.”   Starting today, Canadians can apply for a Community Cheer donation at The application process runs until January 5, 2012, and is open to community focused initiatives that aim to bring people together to be physically active, such as the construction or improvement of sports and recreation facilities or a community program that motivates physical activity.   Applicants who meet all specified criteria will receive a project page, and that’s when the cheering begins. From January 6, 2012 to February 1, 2012, Canadians will be able to “cheer,” or vote online, for the project that they would like to see receive funding. The initiatives that receive 225 cheers, from supporters will be eligible for funding.     “We hear stories year-round from community leaders and our front line employees about initiatives that need financial support, but who are unsure on how to secure the funds. Our goal with Community Cheer is to help to get these great ideas off the ground,” says Devins. “This is a way for people to effect real change in their communities – and all it takes is a click on for your voice to be heard.”   Successful recipients of funding will be announced on March 1, 2012, and a minimum of 20 projects will receive funding in 2012. Additionally, Molson Coors will host local celebration parties for all recipients to thank supporters and give cheers to healthy, active communities.  For more information about Community Cheer program:   About Molson Coors Canada Molson Coors Canada is the Canadian division of Molson Coors Brewing Company, a global brewer with operations in Canada, the U.S., U.K and Asia. The Company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry, Rickard's and Molson M. Molson also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, and Foster's Lager. Molson Coors Canada employs 3,000 Canadians, operates seven breweries, including boutique breweries Creemore and Granville Island, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is committed to promoting its products and events in a responsible manners part of our promotion of active, healthy lifestyles.   For more information:   Gina Kohn   416-413-5189   Tonia Hammer 416-679-7595   View this information en français here >>>   MOLS16885