SuppliedThe University of Alberta is leading a new initiative to create a symbol of LGBTQ allegiance in hockey with Pride Tape, a hockey tape that shows the six colours of the Pride flag. The tape, currently in its Kickstarter phase, will give members of the hockey community a way to show support for LGBTQ athletes.
The idea behind Pride Tape is to give hockey players and coaches a functional way to show their support for the LGBTQ cause. Hockey tape was the best fit for such an initiative — it’s a small and inexpensive way players customize their equipment. Such initiatives are currently needed in minor hockey, where LGBTQ youth may avoid participating because they’ve heard homophobic language or had negative experiences while playing, Kris Wells, Institute for Sexual Minorities and Services director, said. ISMSS works on research in sexual and gender minority issues and provides outreach to LGBTQ youth.
Pride Tape was conceptualized by Wells and Calder Bateman Communications, a firm that has become involved with LGBTQ issues with Nohomophobes.com, a website which tracks the use of tweets using homophobic language in real-time. The creators want to ensure visibility for LGBTQ youth in sport since it’s an area they may avoid because they don’t feel safe, Wells said.
Challenges exist when it comes to LGBTQ inclusivity in sport, especially for hockey. At all levels, on- and off-ice, hockey has a reputation of having a hypermasculine environment with a heteronormative culture. There are no known LGBTQ athletes who play in the NHL, and consequently few hockey role models for LGBTQ youth in minor hockey. If more players show support for the cause, sport can become an environment where LGBTQ athletes the option to be open without feeling unsafe, especially in minor hockey, Wells said.
Wells hopes Pride Tape will catch on in the NHL to give the LGBTQ movement traction. So far, player support has started with Edmonton Oilers alternate captain Andrew Ference, who will be featured in a TV ad campaign that will start to air in late December.
“To know that your heroes are wanting to make sport an inclusive and safe place for you is an incredibly powerful message,” Wells said. “To be able to know that when you see these six colours, you’re welcome. You don’t have to question whether you’re going to be supported.”
The Pride Tape team was initially concerned whether sending a message about LGBTQ issues in hockey would work due to its hypermasculine nature, but so far the response has been positive.But so far the response has been positive at various levels in hockey, Calder Bateman Creative Director Jeff McLean said.
“Unanimously, we’ve been hearing from everyone that the hockey world is ready,” he said.
Pride Tape is currently in it’s Kickstarter funding phase, which was launched Dec. 18. Their goal is to raise $54,000 by Feb. 3, which will pay for the initial printing run of 10,000 rolls. Currently, the Kickstarter has raised over $8000, and people still have 43 days left to donate. Once printed, the tape will sold online and distributed in Canadian minor hockey leagues.
Future profits from Pride Tape will be donated to You Can Play, a project working on fairness in sport and changing locker room and spectator culture regarding LGBTQ inclusivity. Proceeds will also be donated to the U of A’s Institute for Sexual Minority Studies and Services, which works on research in sexual and gender minority issues and provides outreach to LGBTQ youth. If Pride Tape is successful in hockey, its creators will look to expand into other sports as well, Wells said.
“In Canada we’re known for two things: hockey and human rights,” he said. “We’re bringing them together and seeing what happens.”
