The Saskatchewan Junior Hockey League has announced a new players assistance program aimed to provide mental health assistance and counselling for players, coaches and staff affected by the Humboldt Broncos tragedy.

Partnering with Co-op, 44 locations in Saskatchewan and Western Canada have already committed $135,000 to support the program, including Federated Co-operatives Limited who has now matched the retail donations amassing to $270,000.

"The Humboldt Broncos tragedy has shown that the Saskatchewan Junior Hockey League's players, coaches, volunteers and trainers are more than a league, they're family," explained the League's President, Bill Chow during a press conference in Humboldt on Monday. "When the unthinkable happens as it did on Friday(April 6), the entire league feels its impact. In recognition of those effects on its family, the SJHL is establishing the Assistance Program."

The program will raise funds for both the Broncos organization and the other 11 SJHL teams who are affected by the tragedy. Chow noted that any extra funds will go into the league's education program in memory of all the lives lost on April, 6.

The SJHL also announced a joint effort with their official clothing supplier who will be selling #HumboldtStrong t-shirts at Co-ops, with all proceeds going to the SJHL Assistance Program.