# Inclusive Sports Initiatives Scotiabank’s ‘Hockey for All’ Focuses on Inclusive Sports Play By Caitlyn Fernandez | Published 2022-01-25 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/hockey-for-all References: [scotiabank](https://www.scotiabank.com/ca/en/about/sponsorships/hockey-for-all.html?cid=S1eHC0921-003) & [scotiabank](https://www.scotiabank.com/ca/en/about/sponsorships/hockey-for-all.html?cid=S1eHC0921-003)  [Scotiabank’s](https://www.trendhunter.com/trends/make-it-merch) ‘Hockey for All’ focuses on how the company is changing, supporting, and representing the game to become more inclusive, diverse, and accessible through initiatives, sponsorships, partnerships, and programs. The advertisement features many minority groups — BIPOC, LGBTQ+, women, and those with disabilities — facing insults and taunts they receive while playing hockey. The commercial showcases the lack of representation and respect for these groups and underscores their determination as they continue to play the game no matter what is said about them. Scotiabank sees this and wants to create a better future for hockey by inspiring and supporting players and fans of all ages through the [Hockey Diversity Alliance](https://www.trendhunter.com/trends/braehead-arena), Community Hockey Sponsorship Program, [Hockey Canada Foundation](https://www.trendhunter.com/trends/show-your-flow) Assist Fund, and many other programs. As mentioned on the website, the company “believe[s] Canada’s game should be for all Canadians.” Image Credit: Scotiabank ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 3% | Activity: 32% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) ## Key Themes ### Why This Trend Is Growing - **Inclusive Sports Programs:** There is a growth opportunity for businesses to create inclusive sports programs that cater to marginalized communities to promote diversity and accessibility in the sports industry. - **Diversity and Inclusion Advertising:** There is a disruption opportunity for businesses to feature underrepresented groups in their advertising to promote diversity and representation in their industries. - **Community Outreach Initiatives:** There is an opportunity for businesses to create community outreach initiatives that support marginalized groups to promote inclusivity and accessibility. ### Industries Being Reshaped - **Sports:** There is an opportunity for the sports industry to become more inclusive and accessible by creating programs that cater to marginalized communities and promoting diversity and representation in the industry. - **Advertising:** There is an opportunity for the advertising industry to promote diversity and representation by featuring underrepresented groups in their advertisements and promoting inclusivity. - **Corporate Responsibility:** There is an opportunity for businesses to demonstrate their corporate responsibility by creating community outreach initiatives that support marginalized groups and promote inclusivity and accessibility. ## Related on Trend Hunter - [DIY Fandom Initiatives](https://www.trendhunter.com/trends/make-it-merch.md) - [Hockey-Focused DEI Programs](https://www.trendhunter.com/trends/boston-bruins.md) - [Accessible Hockey Ventures](https://www.trendhunter.com/trends/montreal-canadiens-childrens-foundation.md) - [Branded Hockey Equipment Grants](https://www.trendhunter.com/trends/oreo-stay-playful.md) - [Hockey Hero-Celebrating Campaigns](https://www.trendhunter.com/trends/hockey-heroes.md) - [Canadian Fan-Based Campaigns](https://www.trendhunter.com/trends/performance-enhancing-canadians.md) - [Nostalgic Hockey-Inspired Qsr Campaigns](https://www.trendhunter.com/trends/hockey-song.md) - [Inclusive Football Homecoming Matches](https://www.trendhunter.com/trends/celtic-football-club.md) - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md)