National Mental Health Service Provider

Glenfiddich will be the jersey sponsor of their inaugural Highway of Heroes Bike, set for this September 25 and 26th.

TORONTO – Wounded Warriors Canada (WWC) is proud to announce that Glenfiddich will be the jersey sponsor of their inaugural Highway of Heroes Bike, set for this September 25 and 26th. 

From 2001 to 2014 more than 40,000 Canadian Armed Forces members served in the Afghanistan theatre of operations.  While Canada’s efforts in Afghanistan made a great difference, this came at an immense cost to our nation. 158 Canadian Armed Forces members made the ultimate sacrifice for peace and freedom in Afghanistan and thousands have been physically and or mentally injured as a result of these operations. In 2007 the stretch of Highway 401 from CFB Trenton to the Don Valley Parkway (and later Keele Street) was designated the Highway of Heroes. The inaugural Wounded Warriors Canada Highway of Heroes Bike Ride will take a group of Canadian cyclists alongside this stretch of highway to raise funds and awareness in support of our ill and injured Canadian Armed Forces members, Veterans, First Responders and their families living with operational stress injuries like PTSD.

Scott Maxwell, Executive Director of Wounded Warriors Canada, commented, “Since 2012 Glenfiddich has been leveraging their product sales to raise funds to help us ensure our ill and injured Veterans and their families receive the care they so rightly deserve. This sponsorship helps maximize our ability to invest the hard earned fundraising dollars from our cyclists into our range of mental health programs and services benefiting our ill and injured Canadian Armed Forces, Veterans, First Responders and their families. We are deeply grateful for Glenfiddich’s continued support.”

Nicole Olivia, National Brand Manager for Glenfiddich, commented, “Glenfiddich is a pioneering brand, and we are proud to be a part of the meaningful efforts of our partners at Wounded Warriors Canada. These bike rides are a great way to show our support, visit some incredible memorials and monuments, and get some exercise while we’re at it.”

Honour the Fallen, Help the Living

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