Budweiser: #TapeOutHate

Budweiser, a beer brand, launched rolls of hockey tape in Canada that displayed words of defiance and allyship to spark conversation surrounding racism in hockey.

Business Need or Opportunity

Budweiser has a long history of supporting hockey at all levels and encouraging a more inclusive and diverse hockey culture through a variety of campaigns and programming. As more and more inequalities within the game came to light, Budweiser felt an obligation to speak up, learn how to get involved and be an ally for change.

Partnering with the Hockey Diversity Alliance (HDA), Budweiser Canada (BudweiserCA) set out to change a too often experienced but little acknowledged facet of the sport - racism. The HDA was formed by seven current and former professional hockey players in...

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