2015/11/09

MISSISSAUGA, ONT. – The Nissan Kickoff Project (formerly called Back in the Game), in partnership with the Canadian Football League (CFL), returned for its second year to give high school students across Canada the surprise of a lifetime. This year, nearly 1,200 students from 26 schools in 19 cities and eight provinces received the specific support they need to play football, including financial funding, equipment, uniforms and motivational events.

The Nissan Kickoff Project gives Canadian youth the opportunity to experience the educational, developmental and social benefits that organized football provides. This year, high schools across Canada were identified that have the passion for the game, but are in need of resources that the Nissan Kickoff Project can provide. To date, Nissan has provided support to over 2,000 students across Canada.

To share the program's deep impact, director/producer David Grabias of Artifact FilmsOpens in a new tab. created a brief documentary and 30-second TV Spot featuring the trials, tribulations and achievements of the football team at Elmwood High School in Winnipeg, Manitoba. Many of the students at Elmwood High School come from disadvantaged, low-income neighbourhoods and underprivileged families where poverty and gangs are serious issues. However, the school football team is a positive influence that rallies the community and students together.

As part of a once-in-a-lifetime opportunity, Elmwood players toured and practiced in the Winnipeg Blue Bombers Stadium, had dinner with some CFL players, and were outfitted with new jersey's, cleats, and helmets – an experience Nissan hopes will enable these youth to grow and develop on and off the field.

"The support from the Nissan Kickoff Project means so much to our school, students, and the community," said Nathan Falk, Head Coach, Elmwood High School. "Football is an incredibly positive influence on our kids – it helps keep them out of trouble and provides a much-needed team environment for them to thrive in."

"The Nissan Kickoff Project is about giving Canada's next generation the opportunity to play and grow on a team," said Christian Meunier, President, Nissan Canada Inc. "Nissan's global culture is one of acceptance and diversity, and we are driven to improve the communities we live and work in. This year, we reached more Canadian schools and our staff and dealers, as well as the CFL and many of its teams, made a real difference in communities coast-to-coast."

For the students involved, winning on the field represents the immediate goal but, for coaches, parents and administrators, it is not how a successful season is defined. Teamwork, cooperation, hard work and friendship are just some of the benefits that communities are seeing in these students, and Nissan Canada's long-time partnership with the CFL played an important role in this initiative. From player appearances to donations of training equipment and coaching assistance, the CFL, B.C. Lions, Edmonton Eskimos, Winnipeg Blue Bombers, Hamilton Tiger-Cats and Toronto Argonauts pitched in to help train and motivate the next generation of Canadian football players.

"The CFL is committed to helping grow the game of football in Canada," said Jeffrey L. Orridge, Commissioner of the Canadian Football League. "With the support of partners like Nissan and programs like the Nissan Kickoff Project, we can support more communities and build stronger and healthier young people who embrace team work, discipline and dedication — and have tremendous fun along the way."

To enable all Canadians to follow the journey, the documentary can be viewed at nissankickoffproject.caOpens in a new tab.. The 30-second TV spot aired on November 6, 2015 on TSN 1 and TSN 5 during the Winnipeg Blue Bombers and Toronto Argos game, and can be viewed online at the Nissan Canada YouTube channelOpens in a new tab..

Nissan Kickoff Project - 1,200 students, 26 schools, 19 cities, 8 provinces

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