Movement, Not a Moment: Building a Multicultural Fan Base

Karim Amadeo: How are you making the hockey athlete roster more inclusive?

Kim Davis: Making the hockey athlete roster more inclusive requires focus and collaboration across the entire ecosystem of the sport. This begins with an intentional focus on building the youth pipeline of talent. For the past 10 years, both the NHL & NHLPA have invested over $150 million through the Industry Growth Fund (IGF) to “widen the funnel” and build the next generation of hockey talent. Through these efforts, more than $14 million was invested in cities across the U.S. and Canada and on the ice, more than 40,000 boys and girls, a record-number, tried hockey for the first time this past season. These efforts contributed to the 2024 NHL Draft bringing in the most diverse roster in its history.

Jennifer Ekeleme: Part of this intentional, long-range approach includes making sure that our culture is inclusive - on/off the ice. The main ways we’ve created space for inclusion is through continuous training and operationalizing our values of Embracing Diversity and Upholding Integrity. We have a bold commitment to continuous training within the hockey ecosystem to make sure everyone embodies the commitment to inclusion.

A few initiatives and programs to note:

1) Respect Hockey platform: A four-point plan (Prevention, Reporting, Counseling, and Accountability) to positively shift behaviors and the culture of hockey towards inclusion and diversity.

2) NHL Player Inclusion Coalition: Formed in 2020, the NHL Player Inclusion Coalition is a group of current and former NHL Players who work to advance equality and inclusion in the sport of hockey on and off the ice. The Coalition is co-chaired by NHL Alums Anson Carter and PK Subban and has over 20 members and counting.

Amadeo: What are key diversity segments for the sport?

Ekeleme: Key segments for the League include Hispanic, Black, Indigenous, AAPI (the diaspora within this group is expansive), Women and Girls, the LGBTQ+ community, individuals with disabilities, and those from various socioeconomic backgrounds. We see these communities and cultures as our future fans; from our perspective, these audiences are the key to our growth as a sport despite being historically underrepresented off the ice and in the stands. Being a part of under-indexed audiences means we have an intentional focus on “listening & learning” - understanding that “one size does not fit all,” and ultimately, our ability to strengthen our brand, grow our revenues and business, is dependent on our commitment to access and engagement within these segments

Amadeo: Please can you highlight some of the most effective or recent NHL-inclusive marketing initiatives?

Davis: What we’re most proud of is all the work that happens in our communities that aim to not only contribute to making those communities more vibrant, but also serve as an access point into the sport. Four years ago, we created a framework “7 Dimensions of Excellence in Inclusive” which has guided our approach and ensured consistency across the League and our Clubs. The 4th Dimension, “Marketing”, has been keenly focused on deepening our storytelling through inclusive marketing initiatives.

Ekeleme:

1. NHL Street & Learn to Play: NHL STREET brings new style, energy, and gameplay to the sport of hockey. We’re creating an affordable, neighborhood-based model that gives kids everywhere an opportunity to learn and play. Learn to Play is a program that provides a unique opportunity for families to join the hockey community and for participants to develop fundamental skills to help them succeed both on and off the ice. Created jointly by the NHLPA and NHL, Learn to Play’s goal is to inspire youth and welcome more families into the hockey community.
2. NHL Unites: Our marquee social impact platform (launching Oct 2024) will encompass all of our initiatives and programs that focus on growth of the game - from youth hockey participation to community relations, innovation and social impact,
3. NHL Cultural Celebrations (at the League and Club level): Our goal is to create content and programming that improves the cultural availability and awareness of our sport with new audiences. The clubs have been doing amazing activations that celebrate various cultures through a mix of community nights, Heritage celebrations and/or cultural collaborations.
4. Innovation in Broadcast: Through our partnership with P-X-P-, the NHL launched a pioneering effort to make the game of hockey more accessible to the Deaf and hard of hearing community. For the first time in the history of major professional sports, the 2024 Stanley Cup Final was broadcast completely in American Sign Language (ASL), complete with Deaf broadcasters and celebrity guests, rules analysis, and a live crowd reaction meter. This was produced by NHL Studios and simulcast on ESPN+ and Sportsnet+.
5. Signature Cause Marketing: Hockey Fights Cancer (oldest Cancer fighting campaign in major sports), co-collaboration with ESPN through our partnership with the V Foundation. An example of engagement of “purpose-driven” companies who become sponsors(powered by V Foundation presented by AstraZeneca). This is our longest running League program with the aim to support those who are living with, going through and moving past cancer.
6. Legislative efforts on Capitol Hill: In an effort to broaden the reach of our sport and build relationships on Capitol Hill, the NHL sends representatives to take part in congressional hearings on industry-related matters, including youth participation in sports, hold meetings with Congressional Black, Hispanic, LGBTQ+, and AAPI caucuses to advocate for our sport, and joining the White House Challenge to End Hunger and Build Healthy Communities that was established in February, and is part of an initiative announced by President Joe Biden in September of 2022 with the goal of ending hunger and diet-related diseases by 2030.

Amadeo: What is the NHL’s approach to make their fanbase more inclusive? How has it evolved?

Ekeleme: Our approach has been focused and intentional -- allowing others to have a “voice” in the development and creation of our work, using data to drive our decision making, measuring the impact of our work and tying it to key performance indicators, educating and building buy-in from League executives, putting dollars behind our efforts, and building a consistent experience for fans across the entire game.

The next evolution in becoming more inclusive involves us leveraging digital platforms to engage with fans from different backgrounds, offering multilingual content, expanding our commitment to PRIDE organizations and their work, as well as celebrating cultural heritage through narrative-focused content. This evolution reflects a deeper commitment to understanding and meeting the needs of a diverse fanbase that feels more accessible and welcoming for everyone.

Amadeo: Please can you share any key takeaways of the evolution of inclusion in hockey?

Davis: We talk about our efforts to grow our sport through all of the efforts stated (and beyond) being a “movement not a moment”, meaning that to remain competitive and economically healthy means we have to have an unrelenting focus on inclusion. This mindset must be woven into the DNA of our sport.

1. Evolution of inclusion in hockey is not a one-time effort but a continuous journey. We have learned that creating an inclusive environment requires sustained commitment at all levels, from grassroots initiatives all the way up to executive leadership.
2. Listening to and learning from underrepresented voices and finding more ways to represent them on and off the ice.
3. Inclusion is integral to the long-term growth and success of the sport.

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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