It’s about to get hairy for the Heart and Stroke Foundation

The National Hockey League Players’ Association has partnered with the Heart and Stroke Foundation of Canada for the third annual “NHLPA Beard-a-thon,” with proceeds going toward the purchase of automated external defibrillators across Canada.

It’s as much a sign of spring as potholes and daffodils: the hockey playoff beard.

The National Hockey League Players’ Association (NHLPA) has partnered with the Heart and Stroke Foundation of Canada for “NHLPA Beard-a-thon,” with proceeds going toward the purchase of automated external defibrillators across Canada. This marks the “Beard-a-thon’s” debut in Canada, but it has run in the U.S. since 2009.

Philadelphia Flyers forward Scott Hartnell, who gained notoriety for the shaggy beard he sported during his team’s run to the 2010 Stanley Cup Finals – and whose mother survived a stroke in 2001 – will serve as “Chairman of the Beard” for this year’s event.

Several other NHL players, including Brooks Laich of the Washington Capitals, Martin St. Louis of the Tampa Bay Lightning, and Dan Cleary of the Detroit Red Wings, are also participating in the promotion.

Fans can find more information on the fundraising event at BeardAThon.ca or NHLPA.com. They can participate in the event by growing their own beard and seeking donations from friends and family, sponsoring a friend or family member, or sponsoring their favourite beard-growing player.

Every day during the playoffs, prizes will be awarded to the person deemed to possess the “Beard of the Day.” In addition, the fan raising the most money will receive an all-expenses trip for two to a Flyers regular season game during the 2011-12 season.

Brands Articles

Loblaw eyes Target locations as it more than doubles Q4 profit

Grocery and pharmacy chain earns $247 million for the 13-week period ending Jan. 3

New Smarties box encourages consumer to count calories

New packaging allows consumers to parcel out the candies into healthier portions

Buick makes a comeback as it courts younger customers

"That's not a Buick" tagline and campaign is changing the way people view the brand

Taco Bell Canada keeps rewarding the social savvy

Campaign raises awareness of the Doritos Cheesy Gordita Crunch arrival in Canada

Millennial employees aren’t really that different

Despite the stereotype, this cohort wants what their parents wanted

What effect did Canada have on Target’s bottom line?

A 4Q loss on Canada pullout, but U.S. shows sales gain

Sears Canada revenue, same-store sales drop

Asset writedown contributes to loss

Can Canada Goose avoid the popularity trap?

Will the luxury brand survive its success?

Class-action settlement spawns national film noir campaign

Brad pitches provincial judges on work to get Canadians their cash settlements