The Paralympic Foundation of Canada (PFC) is grateful to recognize and thank General Mills Canada for their commitment to Canadian Para athletes through their participation in Fill the Stands – a national fundraising campaign uniting Canadians in support of the Canadian Paralympic Team as they prepare for the Milano Cortina 2026 Paralympic Winter Games.
Through Fill the Stands, Canadians from coast to coast to coast are coming together to help ensure Para athletes have the resources they need to train, compete, and thrive on the world stage. General Mills Canada’s participation reflects a strong commitment to community and inclusion – values that align closely with the Paralympic Movement.
Supporting Canadian Paralympians nationwide
Fill the Stands invites Canadians to make a minimum donation of $25 to secure a virtual seat or VIP suite in a digital arena filled with messages of encouragement for the Canadian Paralympic Team.
Every seat purchased helps fuel essential athlete support, including equipment, coaching, and training opportunities – critical elements that allow Para athletes to pursue excellence and proudly represent Canada internationally.
By purchasing a virtual VIP Bronze Suite, General Mills Canada is helping strengthen this national effort and demonstrate meaningful support for Para athletes and the broader Paralympic community.
A commitment rooted in community and belonging
General Mills Canada’s support of Fill the Stands builds on their growing relationship with the Canadian Paralympic Committee. In 2024, General Mills Canada proudly became an Official Supporter of the CPC, expanding their support for Canadian athletes while reinforcing their commitment to inclusion and belonging.
We are proud to support Canadian Para athletes through initiatives like Fill the Stands,” said Shelly Bruch, Manager, Partnerships, Sponsorships & Licensing, General Mills Canada Corporation. “Becoming an Official Supporter of the Canadian Paralympic Committee means showing up for our communities, driving progress for greater inclusion and,and helping athletes reach their full potential – on and off the field of play.”
Strengthening Para sport through shared values
General Mills Canada’s involvement in Fill the Stands highlights the importance of partnerships that extend beyond funding – partnerships rooted in belief, encouragement, and long-term impact.
“When partners like General Mills step forward, our athletes feel it,” said Scott Sandison, Executive Director, Paralympic Foundation of Canada. “Their commitment shows Para athletes that people believe in them – not just when they’re competing on the world stage, but throughout the daily training, dedication, and perseverance that define their journey. That belief makes a real difference, and we’re incredibly grateful to have General Mills standing alongside our athletes.”
By supporting athletes at every stage – from their first tentative participation in Para sport to the pinnacle of Paralympic competition – partners like General Mills help strengthen the entire Para sport system in Canada.
Creating impact – coast to coast to coast
More than a fundraising campaign, Fill the Stands is a nationwide celebration of Canadian Para athletes and a shared belief in what they can achieve.
With partners like General Mills Canada, Canadians are coming together to create opportunities, foster inclusion, and cheer on every athlete along the journey – coast to coast to coast.
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