Hockey Diversity Alliance hopes to increase awareness through a video and a campaign using hockey tape.
Budweiser Canada has partnered with The HDA to launch “#TapeOutHate”, a campaign that features hockey tape rolls with the message “racism is not a place in hockey” on them.
The HDA members created a moving two-minute video to promote the campaign. This video combines their real-life experiences dealing with racism in hockey. Akim AliuA coach directing him to a racial slur. Wayne SimmondsHaving a banana thrown at his face during a game.
There is an uncensored version as well as a version that blurs the racist slurs directed toward the players. Hockey Night in Canada will show the censored version on Saturday night.
“The greatest thing we want to accomplish is start a conversation. It’s a rallying cry. We know that we cannot do this alone. We need our supporters, and that’s why the white community is supporting us,” Aliu, a former NHL hockey player and founding member of HDA, stated to ESPN. “We want to share and work together, regardless of race or gender. This game should reach its full potential.
The HDA was established in June 2020 by NHL players of colour. Aliu is also featured in the video. Minnesota Wild defenseman Matt Dumba, Colorado Avalanchecenter Nazem Kadri, Florida PanthersWinger Anthony DuclairSimmonds, a winger in the Toronto Maple Leafs.
“I cannot remember how many incidents, especially in my young age, I have had to experience.” These incidents can become very frightening. Kadri stated that she is now 30, and can recall the things that happened to her when she was just 10. “I was fortunate to have the mental toughness to overcome it all. However, today’s generation is not as lucky. Mental health is a major issue and it’s important that people reach out. When I was growing up, there was nothing like it. To help others see things differently.
Budweiser Canada approached HDA with their campaign idea. Aliu stated that the immediate reaction from the players was to “keep it organic, authentic,” after they rejected other sponsorship opportunities last year due to the fact that the content had been “watered down”.
The video’s core features players sitting in a locker-room sharing stories about racism they have faced in hockey. The director cut the footage after what started out as a chance for some footage turned into long, emotional discussions that were met with silence when the director cut the tapes.
It was how our group was created. Aliu explained that we just started a text network and began Zoom calls with around 30 AHL and NHL players of color. We shared our experiences and stories. “We came to the conclusion that talking among ourselves was not enough because it wasn’t helping anyone doing that. To show the other kids that we have made it through this, we need to create this alliance.
This is the most important moment for HDA since logos and members were highlighted by NHL during the 2020 Stanley Cup Playoffs. The playoffs were held in the aftermath of protests over the death of George Floyd, an African-American man, by Minneapolis police. Dumba made an anti-racism speech at the start of the playoffs. Kadri later appeared at a press conference for players after two days of playoff games were delayed as a protest against police brutality and systemic racism.
Aliu stated that the HDA reached out the NHL regarding the #TapeOutHate campaign. The League logos, uniforms and patches were requested by the players. ESPN was told by a source that the NHL denied the request because they didn’t have a chance to review the plans and offer editorial feedback.
Aliu claimed that the relationship between the HDA and the NHL was still “rocky”.
“The first phone call we made together was to Gary. [Bettman]Kim Davis to see if they could work together. Aliu stated that it never happened. “But you can see how quickly they linked up with Sheldon KennedyHe and his group. “There’s always an excuse why they don’t want work with a group similar to ours.”
The NHL presented new initiatives at its Board of Governors meeting, December. These include new programs to promote inclusion and combat abuse in hockey. These initiatives were launched by Davis, NHL’s senior executive VP for social impact, growth and legislative affairs. They also include a mandatory 90 minute digital-training program that all NHL executives, staff, and players must complete. This was created in partnership by Sheldon Kennedy’s Respect Group.
Aliu stated that the NHL’s Respect Hockey plan had the best aspect. Its partnership with Jopwell (a diversity solutions company) helped to expand its candidate pool and create a pipeline of future talent.
The “Respect Hockey” plans did not include the HDA.
“It’s been the same since we have had communications with them. Aliu said that it’s all about performing data-taking, and nothing concrete. “Everyone who is involved in hockey knows that there’s an issue at the root. There are many incidents that bring these issues to the fore. The NHL is a fence-rider. They are happy to keep their old-school fans happy, while pretending to support diversity even though they’re so far behind other sports.
The NHL made the following statement via a spokesperson regarding its relationship with Budweiser Canada and the HDA.
“The NHL commends Budweiser, our partner in diversity and inclusion and the Hockey Diversity Alliance. Every stakeholder in hockey must be committed and visionary to continue this movement. We are grateful to all those who use their voices and platforms in pursuit of these important goals. We will continue to use ours to make real change.
Since its arrival on the scene in Summer 2020, the HDA has been criticised for not taking any tangible actions. Aliu claimed that the delay was due in part to the manner the HDA was established: by a group active players and without the infrastructure necessary to execute initiatives.
“We got so big, so quickly. He said that there were many guys who were either playing or finishing playing. “But, finally we got our ducks in order.”
The NHL did not provide funding for the HDA. Instead, the League’s sponsors were turned to. Budweiser Canada claims that $1 of every #TapeOutHateroll sold will go to the HDA and its programs.
In the next two months, the HDA will announce a grassroots program to provide hockey “free of charge” to youth athletes in 12 underserved areas in the Greater Toronto Area. A partnership with Sportsnet has created an education platform for the HDA that will be available to member players. It is expected to debut during Black History Month.
Kadri expressed satisfaction that the HDA had begun to produce proof-of concept programs.
“We are determined to do our best to make a difference. This is for the youth. For the next generation,” said he. These are the future stars of this league, perhaps. It’s crucial to ensure that everyone feels safe in this place.
For more information, visit Budweiser.ca/TapeOutHate. The tape can be purchased at Canadian Tire shops starting Jan. 22 and shopbeergear.ca beginning Jan. 8. The availability of the #TapeOutHate in the U.S. could increase depending on the sales.