Platform will commit $2
million towards Canadian programs and sponsorships that
promote inclusivity on and off the ice
TORONTO, Oct. 12,
2021 /CNW/ - Scotiabank today announced the launch of
hockey for all, a new initiative focused on promoting
diversity and inclusion throughout the game of hockey. The platform
– introduced on the first day of the NHL's 2021-22 regular season –
will contribute $2 million over the
next 12 months towards programs that focus on increasing diversity
among community and grassroots hockey organizations across
Canada.
"Scotiabank believes there is a place for all Canadians in
hockey; however, we also believe the game has a distinct
opportunity to more closely reflect the rich and diverse culture of
Canada and to be more open and
welcoming to Canadians coast-to-coast," said Laura Curtis Ferrera, Scotiabank's Chief
Marketing Officer. "hockey for all is our commitment to
making meaningful, impactful change and eliminating barriers to
make the game more inclusive – for every future."
According to an Angus Reid study
in May of 2021, nine-in-ten Canadians said hockey provides a sense
of identity and community. However, two-thirds of those who coached
or played say the game culture has a problem with inclusion and
bullying, and 88% said that organized hockey is too expensive to
play.1 hockey for all is Scotiabank's response
to driving diversity, equity and inclusion in the sport,
by concentrating on two distinct areas of focus: cultural and
financial.
Culturally, hockey for all endeavours to make hockey more
diverse and inclusive by educating youth and partnering with
organizations committed to changing the game's culture. hockey
for all achieves this with key partnerships and sponsorships
including those with the Hockey Diversity Alliance and the Future
of Hockey Lab, and through workshops with You Can Play. Included in
the initiative is a commitment to work in tandem with the NHL to
advance the program's priorities, both within the League and
beyond.
Financially, hockey for all will create accessibility by
providing monetary relief to underrepresented community players,
teams, leagues, and organizations. hockey for all achieves
this with programs such as Scotiabank's Community Hockey
Sponsorship Program, the Hockey Canada Foundation Assist Fund,
Project North, Scotiabank Girls Hockey Fest and Scotia Rising
Teammates.
hockey for all also aims to spark a conversation around
diversity in hockey – not just from a visible perspective, but for
diversity of thought, experience, and equity for all throughout the
sport.
"As a League, we believe that increasing access and opportunity
for underrepresented groups in hockey makes the game better,
stronger, and more vibrant. hockey for all is a
meaningful effort to create positive and long-lasting culture
change that welcomes more diverse communities to the sport," said
Kim Davis, NHL Senior Executive Vice
President of Social Impact, Growth Initiatives & Legislative
Affairs. "I congratulate Scotiabank, a long-time and dedicated NHL
partner, on this important national initiative, which promotes our
shared commitment to accelerating inclusion at all levels of
hockey."
To launch the marketing amplification around hockey for
all, Scotiabank released a new 60-second spot highlighting the
initiative, coinciding with the beginning of the 2021-22 NHL
season. Watch the commercial and learn more here.
"I'm so proud to see Scotiabank fully committed to helping make
hockey more welcoming and accessible to all players - regardless of
race, religion, gender, ability or sexual orientation," said
Scotiabank Teammate P.K. Subban. "I truly believe everybody has a
voice and should make an effort to educate themselves on how to be
a force for change, to ask questions, to be proactive, and I'm
grateful for Scotiabank's effort to help future generations see
themselves in Canada's game."
"Hockey Canada applauds
Scotiabank for its outstanding commitment to Canadian communities
and to helping ensure that hockey is accessible to all who want to
play from coast-to-coast-to-coast," said Tom Renney, Hockey Canada Chief Executive
Officer. "Scotiabank is an incredible partner and leader in the
hockey space that has taken a powerful stand through a significant
financial commitment of $350,000
annually to the Hockey Canada Foundation Assist Fund that has
already created opportunities for BIPOC families and ensures that
every child, regardless of race or abilities, can feel welcome and
comfortable playing Canada's
game."
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1
Source: Angus Reid: Institute – Game Misconduct Study
(May 2021)
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About Scotiabank
Scotiabank is a leading bank in the Americas. Guided by our
purpose: "for every future" we help our customers, their families
and their communities achieve success through a broad range of
advice, products and services, including personal and commercial
banking, wealth management and private banking, corporate and
investment banking, and capital markets. With a team of over 90,000
employees and assets of approximately $1.2 trillion (as
at July 31, 2021), Scotiabank trades on the Toronto Stock
Exchange (TSX: BNS) and New York Stock Exchange (NYSE: BNS). For
more information, please
visit http://www.scotiabank.com and follow us on Twitter
@ScotiabankViews.
SOURCE Scotiabank