Connor Bedard Teams Up with Hyundai Canada

Joining brand ambassador and NHL star Connor Bedard, Hyundai Canada and its 225 nationwide dealer partners presented a $100,000 donation to the BC Children’s Hospital Foundation alongside a $250,000 research grant awarded to the C17 Council. 

The funding marks the second year of the Hyundai Hope on Wheels initiative in Canada, which allocates a portion of proceeds from every new vehicle retail sale to pediatric oncology.

The check presentation highlighted the recovery of local twin boys treated for acute lymphoblastic leukemia using precision medicine. The $250,000 C17 Council grant will directly support research led by Dr. Poul Sorensen at the BC Cancer Research Centre, targeting metastasizing proteins in aggressive pediatric bone cancers.

For automotive dealers and industry stakeholders, the campaign demonstrates a cause-marketing framework that pairs high-profile athletic sponsorship with ongoing retail-funded social responsibility. The national tour continues with its next event scheduled for September 3 at the Children’s Health Foundation in London, Ontario.