To eradicate racism in hockey

Budweiser Canada and the Hockey Diversity Alliance (HDA), announced an official partnership with the launch of #TapeOutHate; an impactful campaign in support of the HDA’s ongoing mission to eradicate racism in hockey – both on and off the ice – with a specific and simple call to action to #TapeOutHate.

The #TapeOutHate campaign was inspired by HDA members’ collective and personal experiences in dealing with race, and the role that it continues to play in hockey. Spotlighted in a powerful two-minute video, #TapeOutHate is meant to rally fans of the sport – and Canadians at-large – to stand in solidarity and join the movement that racism has no place in the game.

“Budweiser has a long history of supporting hockey, and as a brand that believes this game is for us all, we recognize the obligation we have to continue to learn and evolve with the game to make it better for generations to come,” said Mike D’Agostini, Senior Marketing Director, Budweiser Canada. “The goal of #TapeOutHate is to educate, raise awareness and spark meaningful conversations about intolerance in the sport, and encourage Canadians to collectively become allies in the evolution of hockey culture.”

To help drive visibility for the movement and encourage action beyond social conversation, Budweiser and the HDA have designed a physical roll of hockey tape featuring words of support and solidarity from fans, and players. One dollar from every roll of #TapeOutHate hockey tape will go towards the HDA and its mission to eradicate racism in hockey. Due to exceptionally high demand, tape available at shopbeergear.ca sold out within six hours of the campaign launch. We are actively working to restock shopbeergear.ca in advance of #TapeOutHate hockey tape becoming available across the country at Canadian Tire starting January 22, 2022.

“I was ten years old when an opposing team member’s parent called me a racial slur on-ice for the first time,” said Akim Aliu, founding HDA member and NHL Alumni. “This month marks 64

years since the first Black professional hockey player – Willie O’Ree – made his NHL debut, and yet, acts of racism towards Black players remain prevalent at all levels of the sport. By showcasing a snippet of the real, lived experiences of racism the BIPOC community faces when trying to play a game that we love, we hope to inspire a groundswell of change, because racism has no place in hockey.”

“We’re only so many within this game, so we need allies to speak up for us,” said current NHL player Anthony Duclair. “Whether it’s other players, brands

or sport fans of any kind, we need the support of others to help make this a movement, so silence is not an option. If you get more diversity in hockey, it’s only going to make the game better.”

The Hockey Diversity Alliance (HDA) was formed by NHL players of colour who saw an immediate need to organize and create a platform to end racism and intolerance in hockey. Both inspired and shocked by actions across North America in the wake of the death of George Floyd, and drawing on their own experience, these players quickly determined they could organize and draw attention and resources to help resolve the racism and intolerance they have faced throughout their lives and careers.

Committed to inspiring a new and diverse generation of hockey players and fans, the HDA works to improve accessibility at community levels while educating and encouraging accountability from le

agues and leaders through anti-racism and unconscious bias education.