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Press Release

Canadian Tire Corporation and Hockey Diversity Alliance Team Up to Break Barriers for Young Hockey Players

TORONTO – The Hockey Diversity Alliance (HDA) and Canadian Tire Corporation (CTC) are proud to announce a new partnership to increase access to hockey for racialized youth and to promote a more diverse and equitable game.

Working towards a shared mission to change the culture of hockey, the two organizations will provide opportunities for marginalized youth across Canada to learn and play the sport. CTC will supply equipment for young athletes and support the growth of the Grassroots Original Hockey League, an ice hockey program designed to remove financial barriers for children and families in underserved communities.

“The HDA is focused on helping ensure the next generation of young hockey players have the resources and support to play the game we all love,” said Akim Aliu, Chair of the HDA. “We’re pleased to partner with the team at Canadian Tire Corporation as they truly share that goal.”

Since 2020, the HDA has removed barriers to help over 500 children from underserved communities participate in hockey. With CTC’s support, that number will drastically expand in the coming years. To inspire the next generation of players to pursue their passions, CTC and the HDA will promote diverse representation in hockey through national digital and retail advertising campaigns.

“We are proud to join forces with the Hockey Diversity Alliance to create opportunities for all youth to participate in Canada’s national sport,” said Kim Saunders, Vice President of ESG Strategy, Community Impact and Sport Partnerships, Canadian Tire Corporation. “Meaningful change in hockey cannot be achieved without addressing systemic barriers in community sport. This partnership will foster inclusion and opportunities in hockey for underserved Canadians from the ground up.”

HDA’s community programming helps families overcome financial barriers to hockey, while also creating an inclusive and safe environment for girls and other young players of colour to have fun learning and playing the game. Beyond community programming, the HDA also works to raise broader awareness and education about racism in hockey.

“Helping young players reach their full potential in hockey, and in life, is what our work is about,” Aliu continued. “Kids of colour are often unable to play hockey because of access. Through the support of our community programs, this funding from CTC helps remove barriers by bringing hockey to kids in their own neighbourhoods. On top of that, this support will help the HDA continue to grow and expand into more communities.”

For more information on the Hockey Diversity Alliance, and to donate to their cause, please visit

About the HDA

The Hockey Diversity Alliance (HDA) was formed in 2020 by NHL players of colour who saw an immediate need to organize and create a platform to end racism and intolerance in hockey. Both inspired and shocked by actions across North America in the wake of the death of George Floyd, and drawing on their own experience, these players quickly determined they could organize and draw attention and resources to help resolve the racism and intolerance they have faced throughout their lives and careers.

Committed to inspiring a new and diverse generation of hockey players and fans, the HDA works to improve accessibility at community levels while educating and encouraging accountability from leagues and leaders through anti-racism and unconscious bias education.

About Canadian Tire Corporation:

Canadian Tire Corporation, Limited, (TSX: CTC.A) (TSX: CTC) or “CTC”, is a group of companies that includes a Retail segment, a Financial Services division and CT REIT. Our retail business is led by Canadian Tire, which was founded in 1922 and provides Canadians with products for life in Canada across its Living, Playing, Fixing, Automotive and Seasonal & Gardening divisions. Party City, PartSource and Gas+ are key parts of the Canadian Tire network. The Retail segment also includes Mark’s, a leading source for casual and industrial wear; Pro Hockey Life, a hockey specialty store catering to elite players; and SportChek, Hockey Experts, Sports Experts and Atmosphere, which offer the best active wear brands. The more than 1,700 retail and gasoline outlets are supported and strengthened by CTC’s Financial Services division and the tens of thousands of people employed across Canada and around the world by CTC and its local dealers, franchisees and petroleum retailers. In addition, CTC owns and operates Helly Hansen, a leading technical outdoor brand based in Oslo, Norway. For more information, visit