Grand prize is a 2009/10 pre-season NHL® game played at the winning community's arena and $100,000 in arena upgrade money, submission period starts November 1

Toronto, ON – October 22, 2008 – The hockey season has begun and for millions of Canadian fans that means watching your favourite athletes on television. Kraft Canada, CBC, the National Hockey League (NHL) and the National Hockey League Players' Association (NHLPA) want to change that by bringing the NHL to your community arena. The Kraft Hockeyville 2009 competition launches Nov. 1, 2008 giving communities from across Canada the opportunity to host a 2009/10 NHL® pre-season game, win $100,000 in arena upgrade money from Kraft and a community visit from CBC's Hockey Night in Canada. The four runner-up communities will receive $25,000 each for arena upgrades from Kraft.

As of November 1, 2008 communities can enter the Kraft Hockeyville 2009 competition by calling 1-866-610-3557 to obtain an application or by logging on to CBCSports.ca/hockeyville and nominating their community by filling out a simple application form and submitting a short essay (up to 500 words) with up to three supporting photos (at least one photo must be submitted to qualify) that depicts their hometown pride and passion for the game.

"Kraft Canada is encouraging all Canadian communities, large and small, to participate and begin submitting their applications as of November 1," said Dino Bianco, President, Kraft Canada. "This is an opportunity to win incredible prizes for doing something that Canadians do naturally – celebrating hockey."

The search for Canada's most passionate hockey town begins Saturday, Nov. 1, 2008 at 12:00 a.m. ET when Kraft Hockeyville 2009 officially begins. Participants have until Saturday, Dec. 6, 2008 at 11:59 p.m. ET to submit their application. The top ten communities chosen to compete for the Kraft Hockeyville 2009 title will be revealed on CBC Television on Monday, Jan. 12 at 8 p.m. local. Following the broadcast, Canadians will be invited to vote online (CBCSports.ca/hockeyville) for the top five communities that best represent the spirit of hockey in Canada. Voting will close on Jan. 18 at 11:59 p.m. ET.

"CBC is excited to once again be part of Kraft Hockeyville and celebrate the passion Canadian communities have for the game of hockey," said Scott Moore, Executive Director, CBC Sports. "We look forward to showcasing these communities on CBC, and encourage Canadians everywhere to enter the competition and show their unique hockey spirit."

"The NHL is excited to again help Kraft and CBC bring Canadians together to celebrate the great game of hockey and the communities that love the sport," said Keith Wachtel, the NHL's Senior Vice President of Corporate Sales and Marketing. "Kraft Hockeyville has quickly become a Canadian institution by tapping into the great passion Canadians have for hockey, and uniting thousands of communities through this competition."

"Kraft Hockeyville provides communities across Canada with a unique opportunity to bring the world's best hockey players to their local arena," said Mike Ouellet, NHLPA Chief of Business Affairs. "Over the last three years, Kraft Hockeyville has been an amazing experience for the fans in the winning communities as well as for the NHLPA members who have participated. It is time for hockey fans across Canada to start working on their applications in order to bring the stars of the NHL to their local community."

Once the votes have been tallied, the first of the top five communities will be announced on Jan. 25 during the NHL All-Star Game on CBC and profiled during CBC's HOCKEY NIGHT IN CANADA on Jan. 31, 2009. CBC's Cassie Campbell will reveal each of the five communities during broadcasts from their hometown arena every Saturday during CBC's HOCKEY NIGHT IN CANADA from Jan. 31 to Feb. 28, 2009.

The Kraft Hockeyville 2009 winner will be announced on CBC'S HOCKEY NIGHT IN CANADA on Saturday, Mar 7, 2009. The winning community will receive a 2009/10 NHL® pre-season game played at a local arena, a visit by CBC's Hockey Night in Canada in their community plus $100,000 in arena upgrade money from Kraft and will be featured during a one hour Kraft Hockeyville Special on CBC in September 2009. Each of the four runner-up communities will receive $25,000 each towards arena upgrades – an increase from $20,000 awarded last year. The winning community will join previous victors Roberval, QC (2008); North Bay, ON (2007); and Salmon River, NS (2006).

Kraft Hockeyville 2009 social media applications:
- Add "Official Hockeyville" as your friend on Facebook and feel free to join our group for updates and other information.
- Images of past events including the celebrations from Roberval, Quebec - the Kraft Hockeyville 2008 Grand Prize winner - can be found by searching for Krafthockeyville2009 on Flickr.

Kraft Hockeyville 2009 partners include Kraft Canada, CBC, the National Hockey League Players' Association (NHLPA), and the National Hockey League (NHL).

For more information on Kraft Hockeyville 2009 and to receive updates and information on how to enter your community, visit CBCSports.ca/hockeyville.

NHL and the NHL Shield are registered trademarks of the National Hockey League. © NHL 2008. All Rights Reserved.

NHLPA is a registered trademark of the National Hockey League Players' Association. All Rights Reserved.

About Kraft
Kraft Foods (NYSE: KFT) is one of the world's largest food and beverage companies, with 2007 revenues of more than $37 billion. For more than 100 years, Kraft has offered consumers delicious and wholesome foods that fit the way they live. Kraft markets a broad portfolio of iconic brands in more than 150 countries, including nine brands with revenues exceeding $1 billion: Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Maxwell House coffee; Nabisco cookies and crackers and its Oreo brand; Jacobs coffees, Milka chocolates and LU biscuits. Kraft is listed in the Standard & Poor's 100 and 500 indexes. The company is a member of the Dow Jones Sustainability Index and the Ethibel Sustainability Index. For more information, visit the company's web site at www.kraft.com. In Canada, company brands include Kraft Dinner macaroni and cheese, Christie cookies and crackers, and Delissio pizza.

About CBC
CBC Sports is home to CBC's Hockey Night in Canada, a national institution since 1952 and the most popular weekly sports program in Canada averaging more than a million viewers every Saturday night. Providing Canadians with unparalleled coverage of both amateur and professional sports, CBC Sports is also home to comprehensive FIFA coverage including the 2010 World Cup; Championship Figure Skating; President's Choice Toronto Raptors Basketball; Major League Soccer; Championship Curling; Rogers Blue Jays baseball; Championship Show Jumping from Spruce Meadows; Rogers Cup Tennis; Championship Snowboarding and Speedskating;World Cup Alpine Skiing; CBC Sports Weekend and more. For comprehensive coverage including broadcast schedules, visit CBCSports.ca.

About the NHL
The National Hockey League, founded in 1917, is the second-oldest of the four major professional team sports leagues in North America. Today, the NHL consists of 30 Member Clubs, each reflecting the League's international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other sport. The NHL entertains more than 100 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, NASN, ASN and NHL Network) and radio (NHL Radio, Sirius XM Radio and XM Canada). Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer and NHL Youth Development, and supports the charitable efforts of NHL players. For more information on the NHL, log on to NHL.com.

About the NHLPA
The National Hockey League Players' Association (NHLPA) is a labour organization whose members are the players in the National Hockey League (NHL). The NHLPA works on behalf of the players in varied disciplines such as labour relations, product licensing, marketing, international hockey and community relations, all in furtherance of its efforts to promote its members and the game of hockey. In 1999, the NHLPA launched the Goals & Dreams fund, a $16-million hockey program which is the largest grassroots hockey program in the world. The players' program has donated full sets of hockey equipment to more than 9,000 economically disadvantaged children in 17 countries and assisted with upgrades and the building of hundreds of arenas worldwide. For more information on the NHLPA, please visit nhlpa.com.

-30-

For media enquiries please contact:

Jess Hanick or Erin O'Reilly
Tel: 416-342-1819 / 416-342-1811 or 1-888-504-8464
E-mail: jess@mediaprofile.com / erin@mediaprofile.com
Julie Young, National Hockey League
Tel: (416) 981-2764
E-mail: jyoung@nhl.com

Jonathan Weatherdon, National Hockey League Players' Association
Tel: (416) 313-2316
Email: jweatherdon@nhlpa.com

KRAFT HOCKEYVILLE 2009: BROADCAST SCHEDULE

Monday, Jan. 12
8 p.m. local - KRAFT HOCKEYVILLE 2009 ON CBC: Top ten communities revealed

Sunday, Jan. 25
CBC'S HOCKEY NIGHT IN CANADA: During NHL All-Star Game – First of top five Kraft Hockeyville 2009 communities announced

Saturday, Jan. 31
CBC'S HOCKEY NIGHT IN CANADA: – First of top five Kraft Hockeyville 2009 communities profiled and second community announced

Saturday, Feb. 7
CBC'S HOCKEY NIGHT IN CANADA:– Second of top five Kraft Hockeyville 2009 communities profiled and third community announced

Saturday, Feb. 14
CBC'S HOCKEY NIGHT IN CANADA:– Third of top five Kraft Hockeyville 2009 communities profiled and fourth community announced

Saturday, Feb. 21
CBC'S HOCKEY NIGHT IN CANADA: – Fourth of top five Kraft Hockeyville 2009 communities profiled and fifth community announced

Saturday, Feb. 28
CBC'S HOCKEY NIGHT IN CANADA:– Fifth of top five Kraft Hockeyville 2009 communities profiled

Saturday, Mar. 7
CBC'S HOCKEY NIGHT IN CANADA: Kraft Hockeyville 2009 winner revealed