"The goals are to shift behavior that will shift culture and to do better. We believe we can set the example for other sports for aligning thoughts and principles around hockey.”
That’s how Pat LaFontaine, NHL vice president of hockey development and community affairs, opened the league’s inaugural Declaration of Principles summit in front of an overflow ballroom at the Westin Tampa Waterside late last month.
In a day when sports organizations are challenged by whether or not they should stand for certain ideals, the conference that kicked off the Friday morning of the NHL All-Star Weekend focused on the values and standards around the game of hockey.
The Declaration of Principles, a set of eight guidelines to improve lives and strengthen communities globally through hockey, were introduced last September through a collaboration of 17 organizations involved in the game, including the NHL and NHLPA, and the event in Tampa was its first activation in North America.
Experts discussed the principles and explored programs and initiatives to create experiences going forward.
It was fitting that the inaugural event was held in Tampa, because the Tampa Bay Lightning under Jeff Vinik’s ownership has epitomized healthy and engaged local stewardship since he bought the team in 2010. Vinik’s exemplary Lightning Community Heroes program has been an industry model, and the organization’s generosity in the community is well-known: Almost $15 million has been donated to community and grassroots hockey in the region since 2011. “It’s one of the greatest things I get to do,” Vinik said of participating in the program. “Community is part of the DNA of hockey.”
LaFontaine, who along with Jessica Berman, vice president of corporate social responsibility, was among the many architects of the Declaration of Principles, said the document came out of a Montreal summit years ago designed to align the various stakeholders in hockey. The goals are noble and lofty, while some would say far too idealistic to put into action. But my sentiment is simple: They are making the effort, and if any concrete actions come from the eight guidelines, that’s a positive.
Here’s what stood out to me from the inaugural event:
BIGGEST SURPRISE SPEAKER, I: WWE’s Titus O’Neil gave a dramatic and impactful keynote, and if you haven’t seen him speak, make a point to. He is a product of rape, as his mother was sexually assaulted when she was 11. When she was on her way to have an abortion at the age of 12, she turned around and instead decided to go through with her pregnancy. O’Neil was homeless frequently as a youth. “I was told many times I would be dead or in jail by the time I was 16, and I believed it,” he said.
The strikingly fit and imposing O’Neil walks the stage and speaks without notes, and he brings a mix of charm, impact, fun, yet humanitarian qualities in his delivery. His message was in the power of people who believe and trust in each other. One exercise included asking everyone in the room to text someone they know the simple message: “I love you and I believe in you.” He used that to reinforce his message of bringing people together, and O’Neil received a rousing standing ovation at the end of his 30 minutes.
Tony Porter of A Call to Men spoke at the inaugural event.getty images
BIGGEST SURPRISE SPEAKER, II: In the speaker room before the event, I introduced myself to a man next to me, Tony Porter, and we learned we both live in Charlotte but knew little else about each other. But I watched later as Porter, CEO of A Call to Men, spoke powerfully and elegantly on preventing violence against women while promoting a healthy lifestyle for men.
The notes I took pertained to “value all people as people. Do not devalue them.” “Choose words wisely,” and he called on the men in the room not to avoid emotion, adding as young men, “we don’t ask for, accept or offer help.” Porter’s message struck a chord in the room, and I can see why his organization works with many sports organizations.He’s someone I’d recommend you see if he’s ever on your conference agenda.
BIGGEST POINT OF VIEW: Andrew Ference is the real deal. A native of Edmonton who played 16 years in the NHL and won a Stanley Cup with the Boston Bruins has been known for his outspoken and progressive thought. He was mocked by many players during his playing days, with names like “Mr. Green,” “Tree Hugger” and “Captain Planet.” But on a panel on athlete activism, he didn’t mince words on how much more progress needs to be made, even when a player like Colin Kaepernick remains on the sideline for his activism.
It was impressive that the 38-year-old Ference was even in Tampa. He had returned the day before from India, where he was teaching hockey to young women in the Himalayas. He implored teams and athletes to get beyond the photo shoot and surface efforts in athlete activism to really engage in whatever cause they are interested in. He criticized teams for holding public events where half the athletes appear disengaged and uninterested.“
Teams need to talk to their players and get to know what they care about and want to engage in rather than just putting them out in the community for a program they clearly don’t care about,” he said. “Create programs around player interests.
”When asked if that is what the teams he played for did during his NHL career, he said, “Frankly, no. That’s why I went out and did things that I cared about on my own. But that takes a lot of work.” He said players should be prepared to be criticized in this polarized society for taking a public stance on any issues, as many fans don’t want athletes to be socially active. But he stated, “If you really care about a cause, you won’t worry if some fans don’t care for you.”
Finally, when asked what more he’d like to see in the next year with player activism, he said, “Do more things, and less hashtags.”
BIGGEST LOSS: The event had an uplifting feel with its altruism, but there were many heavy hearts in the room, still shocked and overwhelmed by the sudden death of USA Hockey Assistant Executive Director Jim Johannson, who died on Jan. 21 of a sudden heart attack at 53. The well-liked hockey executive was referenced a number of times during the morning, and NHL Commissioner Gary Bettman had flown to Tampa from the memorial service in Colorado Springs the day before and was visibly shaken when talking about Johannson’s tragic death.
The NHL clearly sees the Declaration of Principles summit as a pilot that can facilitate important conversations. LaFontaine said the league has been approached by the Vatican about the principles being used as part of the Vatican’s Sport for the Service of Humanity effort.
What this effort becomes and the actual ideals it builds into something real and tangible is to be determined. But for now, the hockey community feels it has a road map.LaFontaine encouraged people in the room to go back and activate against the guiding principles.
“The principals are what we stand for and what we aspire to be,” he said. “We’re not perfect. By putting the standards out there, you can shift culture.
”This was echoed by Bettman: “These principles are our way forward,” he told the standing-room-only crowd. “They are principles based on our sports — that will guide us together and guide us to excellence.”
Abraham D. Madkour can be reached at amadkour@sportsbusinessjournal.com.
