Every year since 2006, Kraft Foods has sponsored a contest called Kraft Hockeyville, where small Canadian towns compete against each other for the title of Hockeyville.
The six teams going to Europe to open their regular seasons there as part of the NHL Premiere games also played exhibition games against European teams under the banner of NHL Premiere Challenge to close out their pre-seasons, finishing with a 6-1-0 record [REF].