Hyundai Auto Canada Corp. revealed this week it is teaming up with a Canadian hockey star in an effort to help under-resourced Quebec youth get involved in the country’s national pastime.

Partnering with Montreal Canadiens defenceman P.K. Subban, the company was set to launchethe Quebec component of Hyundai Hockey Helpers earlier today.

The automaker noted the program is expected to help over 250  kids from across the province get into the game of hockey.

At the morning event, Luc Paquette, Québec zone director for Hyundai Auto Canada, was slated to reveal how the program will “help kids learn valuable life skills and improve communities,” officials noted.

Moreover, Subban was to share his personal experience as a young player, and Luc Denis of Sports Québec was scheduled to "address the growing financial barriers many Quebec families face when giving their children access to organized sports.”