Helping Athletes One Stick at a Time

Olympic sponsor Wrigley Canada is “excel-erating” our best through the launch of a charitable program aimed at helping Canadian athletes achieve their Olympic dreams.

It’s called C.H.E.W., short for Canadians Helping Each Other Win.

The program supports the Canadian Olympic Team in that a share of sales from its Excel, Juicy Fruit and Extra chewing gums will be donated to the Canadian Olympic Foundation.

The Foundation is a national charitable organization founded by the Canadian Olympic Committee that supports high performance athletes. To date C.H.E.W has contributed nearly $200,000, with an end goal of $500,000.

“This is a great initiative of Wrigley’s to support our Olympic Team and we encourage all Canadians to CHEW,” said David Armour, CEO of the Foundation.

The Olympic chewing gum is now available in retail locations across the country. Each piece of gum sports a maple leaf on it. Hockey star Martin Brodeur, speed skater Denny Morrison, sledge hockey goaltender Paul Rosen, curler Kelley Law, snowboarder Brad Martin and alpine skier Kelly VanderBeek-Ford are all featured on the packs of gum.

“We hope that when consumers see the Maple Leaf on their favourite gums, they are reminded of the importance of supporting the dreams of Canada’s athletes as they compete on this global stage,” said Shai Altman, a General Manager for Wrigley Canada.

Wrigley will feature the special Olympic-edition packs of gum until the end of the Paralympic Games on March 21, 2010. Canadians can support the nation’s winter athletes simply by chewing on some gum, one stick at a time.