Hockey Diversity Alliance unveils #TapeOutHate anti-racism campaign

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The Hockey Diversity Alliance is hoping that an eye-catching video and campaign involving hockey bands will strengthen its mission to eradicate racism in sport.

The HDA, made up of former and current hockey players of color, have partnered with Budweiser Canada to launch “#TapeOutHate,” a campaign that will feature rolls of hockey tape available for purchase along with “Racism. has no place in hockey ”written on the tape.

HDA members created a two-minute video that incorporates their real-life experiences with racism in hockey, from Akim Aliu having a racist comment addressed to him by a coach to Wayne Simmonds having a banana thrown at him during a game.

There is both an uncensored version and a version that scrambles racial slurs directed at gamers. The censored version will air on Hockey Night in Canada tonight.

“The biggest thing we want to do is spark a conversation. It’s a rallying cry. We know we can’t do it alone. We need our allies behind us, and that’s the white community. that supports us, “Aliu, a former NHL player and founding member of the HDA, told ESPN. “We want to share our experiences and come together as one, regardless of race or gender. We want this game to reach its full potential.”

We are proud to announce our partnership with @TheOfficialHDA. Watch their unfiltered experiences and how we work together to make this game for all of us. # TapeOutHate @ Simmonds17 @ 43_Kadri @ Dreamer_Aliu78 @matt_dumba @ aduclair10 pic.twitter.com/TRvvV37Bqc

– Budweiser Canada (@BudweiserCanada) January 8, 2022

The HDA was founded in June 2020 by several NHL players of color. Starring Aliu, the video features Minnesota Wild defenseman Matt Dumba, Colorado Avalanche center Nazem Kadri, Florida Panthers winger Anthony Duclair and Simmonds, a Toronto Maple Leafs winger.

“I don’t remember how many incidents I had to go through, especially at a very young age,” Kadri said. “These things get traumatic. I’m 30 now and I remember what happened to me when I was 10. Luckily I had the mental strength to overcome it all, but in today’s generation. hui, not everyone can. Since mental health has become such a big problem, it is important to reach out. There was nothing like it when I was growing up, to help people see them. things from a different perspective.

Budweiser Canada contacted HDA with the idea for the campaign. Aliu said the immediate response from players was whether they could “keep it organic and authentic”, having pushed back other sponsorship partnership opportunities over the past year as the content ended up ” dilute “in their eyes.

The heart of the video shows players in a locker room sharing stories about the racism they’ve faced in hockey. What started out as a chance to capture footage turned into long emotional discussions, met with tears and silence as the director turned off the cameras.

“This is literally how our group was formed,” Aliu said. “A lot of people don’t know: We just launched a texting channel and made Zoom calls with about 30 players of color in the NHL and AHL, sharing stories of our experiences. It got to a point. where we decided to talk to each other was not enough, because we weren’t really helping anyone to do this. We have to form this alliance to show the other children that we survived this and that we are here to help them. “

This is the most high-profile moment for the HDA since its members and logos were highlighted by the NHL during the 2020 Stanley Cup Playoffs, held in the wake of the nationwide protests following the murder of George Floyd, a black man, by Minneapolis Police. Dumba gave an anti-racist speech at the start of the playoffs. Kadri later appeared at a press conference when two days of playoff games were postponed in protest against systemic racism and police brutality.

Aliu said the HDA has contacted the NHL about the #TapeOutHate campaign. The players have requested permission to wear the league logos and uniforms in their video. A source told ESPN the request was denied because the NHL was unable to review the footage for the video and was not given an opportunity to provide editorial comment.

Aliu said it continued a “rocky” relationship between the NHL and HDA.

“The first call we made as an alliance was to [NHL commissioner] Gary [Bettman] and [executive vice president] Kim Davis to try to find a way to work together. It never came to fruition, “Aliu said.” But look how quickly they bonded with Sheldon Kennedy and his group. There is always an excuse as to why they don’t want to work with a group like ours. “

At its board of governors meeting in December, the NHL unveiled initiatives to tackle abuse and promote inclusiveness in hockey. Under the “Respect Hockey” banner, they were announced by Davis, the league’s executive vice president for social impact, growth initiatives and legislative affairs. They include a mandatory 90-minute digital training program for all NHL executives, staff and players, created in partnership with former player Sheldon Kennedy’s Respect group.

Aliu said the most positive aspect of the NHL’s Respect Hockey plan was its partnership with Jopwell, a diversity solutions company, to expand its candidate base for jobs and create a pipeline for a diverse pool of future talent. .

But the HDA itself was not included in Respect Hockey’s plans.

“It’s the same since we had communications with them. It’s performative data taking and nothing concrete,” Aliu said. “Anyone who watches hockey knows there is a deep-rooted problem. There are incidents that occur often that bring these issues to the fore. The NHL is a fence runner. They want to keep their old school fans happy while dipping their toes in the water and pretending that they support diversity when we are so behind in all other sports. “

The NHL made a statement regarding its relationship with the HDA and the Budweiser Canada campaign, saying via a spokesperson:

“The NHL congratulates our partner Budweiser and the Hockey Diversity Alliance for their efforts to promote diversity and inclusiveness in the sport of hockey. This continuous movement requires a vision and a commitment from all involved in hockey. We welcome all who use their voices and platforms to pursue these important goals and remain committed to continuing to use ours and doing the work necessary to create real change. “

The HDA has been criticized for its lack of tangible action since arriving at the scene in the summer of 2020. Aliu said the delay was in part due to the way the organization was created: by a group of players assets, and without the necessary infrastructure in place to run initiatives.

“We got so big, so quickly,” he said. “We were a bunch of guys who were playing or had just finished playing. But, eventually, we had our ducks in a row.”

The HDA couldn’t get funding from the NHL, so they turned to league sponsors. According to Budweiser Canada, $ 1 of every #TapeOutHate roll sold goes to HDA ​​and its initiatives.

Over the next two months, the HDA is expected to announce a grassroots pilot program that will begin with 12 underserved communities in the Greater Toronto Area, offering ‘free’ hockey to young athletes, in ice time. The HDA also has an educational platform created in partnership with Sportsnet that will engage member players and is expected to debut during Black History Month.

Kadri said he is happy the HDA is starting to create proof of concept programs.

“We sincerely and sincerely want to try to make a change. This is for the young people. For the next generation,” he said. “They might be future stars of the league. I think it’s important to make it a safe place for everyone.”

For more information, visit Budweiser.ca/TapeOutHate. Hockey fans can purchase the strip today at shopbeergear.ca and in Canadian Tire stores starting January 22. Depending on sales, the #TapeOutHate may become more readily available in the United States.

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