Hockey Diversity Alliance

What Hockey Diversity Alliance does

Hockey Diversity Alliance (HDA) is a Calgary-headquartered, Canadian-registered nonprofit founded in June 2020 by a coalition of current and former NHL players of color, including Akim Aliu (Chair), Matt Dumba, Nazem Kadri, Wayne Simmonds, Trevor Daley, Chris Stewart, Joel Ward, Anthony Duclair, and Evander Kane. Its stated mission is to eradicate systemic racism and intolerance in hockey by removing financial, geographic, and cultural barriers that prevent BIPOC and underserved youth from participating in the sport. After an initial attempt to work with the NHL collapsed in October 2020 when the league failed to make measurable commitments to the HDA Pledge, the organization formally restructured to operate as an independent nonprofit.

HDA's core products are community-based youth programs organized under the Grassroots Original Hockey League (GOHL), which spans introductory and skill-development phases across ice hockey (Puck Drop and Scrimmage for ages 6-12) and ball hockey (a foundational entry point for diverse youth). These are complemented by HDAtv, an educational video series on racism and discrimination in hockey produced with an academic panel and Sportsnet, and a Community Support program offering extracurricular activities, scholarships, apprenticeships, and mentorship for participants aged 15-24. Distribution is delivered through community-based program sites in Toronto (Regent Park, North York, Etobicoke, Scarborough) and Kingston, Ontario, in partnership with the City of Toronto arena staff, Kingston Frontenacs, KAMHA, and other local associations.

HDA's business model is that of a charitable nonprofit rather than a commercial enterprise: all grassroots programs are free to participants, and the organization is funded through corporate sponsorships and partnerships (Kraft Heinz Canada as founding partner at CAD $1M over four years; Scotiabank's $350K commitment; in-kind and marketing support from Canadian Tire, Budweiser Canada, CCM, and Lululemon), individual donations, and merchandise sales through the Shop HDA e-commerce storefront (Ally Series, Monogram Series, Redacted Series apparel) and co-branded products such as the #TapeOutHate hockey tape distributed at Canadian Tire and shopbeergear.ca. There is no disclosed revenue, no equity structure, no parent company, and no AI/technology stack; the organization's product is fundamentally programmatic and community-delivered, not software-based.

Name

Hockey Diversity Alliance

Legal name

Hockey Diversity Alliance

Website

https://hockeydiversityalliance.org

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Hockey Diversity Alliance is a Canadian nonprofit founded in 2020 by NHL players of color that delivers free youth hockey programs, anti-racism education, and community support to BIPOC and underserved children and youth across Canada.

Ownership category

akta.pro rank

Product category

Youth Sports Nonprofit Programs

NAICS

Sports and Recreation Instruction (61162), Child and Youth Services (624110)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

akta.pro secondary industries

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Grassroots youth hockey
• Anti-racism education
• Diversity nonprofit programs
• Community hockey leagues
• Inclusive sports initiatives

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Distribution channels3 records

Marketing channels10 records

Core offering

Hockey Diversity Alliance is a non-profit organization that delivers free community-based hockey programs and anti-racism education to underserved youth. Its core offering is the Grassroots Original Hockey League (GOHL), which combines free ice and ball hockey instruction, equipment, and ice time for children aged 6 to 15 from BIPOC and underserved communities, complemented by HDAtv educational video content and Community Support services including scholarships, mentorship, apprenticeships, and off-ice activities.

Product overview

Hockey Diversity Alliance operates as a non-profit organization offering community-based hockey programs and education for children and youth, primarily focused on fostering inclusivity and combating discrimination in the sport. The core offerings include the Grassroots Original Hockey League (GOHL), which encompasses both Ice Hockey and Ball Hockey sub-programs, HDAtv educational video series, and Community Support services including extra-curricular programs, apprenticeships, and scholarships. The organization also runs merchandise through its Shop (featuring Ally Series, Monogram Series, and Redacted Series apparel), hosts the WinterFest community event, and conducts the #TapeOutHate anti-racism campaign. All programs are designed to remove financial barriers and create safe, inclusive environments for underrepresented youth to participate in hockey.

Differentiator

Problem solved

Functional benefit

Brands

• GOHL (Grassroots Original Hockey League): A dynamic program designed to engage and include underserved and non-traditional communities in hockey through ice and ball hockey programs.
• HDAtv

Products and services

• Grassroots Original Hockey League (GOHL) A comprehensive youth hockey program incorporating ice and ball hockey designed to engage and include children from underserved communities, providing free equipment, ice time, and coaching. For children aged 6-15 from BIPOC and underserved communities.
• HDAtv

Quantifiable outcome

• 500+ children from underserved communities helped to participate in hockey since 2020
• +1 more outcomes

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered partner, founding partner, event sponsor, community partner and minor.

• Canadian Tire CorporationpartnerGTM or Marketing Partner · 21 February 2023Supplies equipment for young athletes and supports growth of Grassroots Original Hockey League. Provides opportunities for marginalized youth across Canada and promotes diverse representation through national digital and retail advertising campaigns.
• Budweiser CanadapartnerGTM or Marketing Partner · 10 January 2022Launched #TapeOutHate campaign; designed physical hockey tape with $1 from each roll going to HDA. Leverages marketing and social platforms to amplify HDA's mission and encourage other brands to address racism in sports.
• Kraft Heinz Canadafounding partnerGTM or Marketing Partner · 11 June 2021Founding partner committing $1 million over four years to connect underrepresented communities with ball hockey equipment. Extends Kraft Heinz Canada's Kraft Hockeyville legacy to underrepresented communities.
• CCMpartnerGTM or Marketing PartnerDonates full hockey kits for kids to participate in HDA programs. CCM is a leading designer and manufacturer of hockey equipment committed to breaking down entry barriers to the sport.
• Lululemonevent sponsorGTM or Marketing PartnerSponsor of inaugural WinterFest community event held during NHL All-Star Weekend in Toronto.
• City of Torontocommunity partnerStrategic or Co-development PartnerPartnership for ball hockey programs run by City arena staff in underserved Toronto neighborhoods. Co-hosts programs at community centers.
• Kingston Frontenacscommunity partnerStrategic or Co-development PartnerBall and ice hockey programming in Kingston, Ontario area.
• Toronto Girls Leaside Wildcatscommunity partnerStrategic or Co-development PartnerPartnership providing HDA girls access to more competitive hockey opportunities.
• KAMHA (Kingston Area Minor Hockey Association)community partnerStrategic or Co-development PartnerProvides free ice and instructors to support HDA's Kingston, Ontario program.
• YES (Youth Employment Services)community partnerStrategic or Co-development PartnerProvides employment opportunities for HDA volunteers.
• Black North Initiativecommunity partnerStrategic or Co-development PartnerProvides mentorship and scholarship opportunities for HDA volunteers.
• Scholastic Canadacommunity partnerGTM or Marketing PartnerProvides books and workshops for HDA program participants.
• XYZ StorageminorOthersDonates 2 lockers to HDA for equipment storage.
• DBS Developmentscommunity partnerOthersProvides free ice for HDA's Angela James arena location.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• You Can Play: LGBTQ+ inclusion in sports nonprofit with strong hockey presence and athlete-advocate leadership. Direct peer: athlete-led advocacy, hockey ecosystem relationships, anti-discrimination mission overlapping HDA's.
• Black Girl Hockey Club: A nonprofit dedicated to supporting Black women in hockey through community, education, and activism. Direct peer: hockey-specific diversity mission, grassroots community events (e.g., Get Uncomfortable, scholarship fund), analogous grassroots nonprofit structure to HDA.
• Ed Snider Youth Hockey Foundation: Philadelphia-based nonprofit providing free hockey programming and educational support to underserved youth. Direct peer: free equipment/ice/coaching model for low-income urban youth, comparable scale and operational structure to HDA's GOHL.
• Hockey Without Limits: Founded and hosted by HDA founding member Matt Dumba, Hockey Without Limits runs diversity youth hockey camps. It is a direct peer — same founder network, same athlete-credibility model, same focus on BIPOC and underserved youth hockey access.
• Time to Dream Foundation: Founded by HDA Chairman Akim Aliu, the Time to Dream Foundation supports youth sports access and community development. Direct peer: same athlete founder, overlapping youth-sports-access mission, complementary programming to HDA.
• Anthony Duclair Foundation: Founded by HDA founding member Anthony Duclair, the foundation focuses on making hockey accessible and safe for everyone. Direct peer: same athlete-founder profile, same hockey-access mission.
• Willie O'Ree Community Hero Award Recipients (Rico Phillips / Flint Inner City Youth Hockey Program): Rico Phillips, who serves on HDA's advisory board, founded the Flint Inner City Youth Hockey Program and won the NHL's Willie O'Ree Community Hero Award. It is the most direct U.S. comparator — grassroots hockey access for underserved youth — and overlaps with HDA's mission and delivery model.
• Wayne's Road Hockey Warriors: Founded in 2012 by HDA founding member Wayne Simmonds, Wayne's Road Hockey Warriors provides free hockey equipment and street/ball hockey programming to underprivileged youth in the Greater Toronto Area. Direct peer: same athlete-founder DNA, same free-equipment ball-hockey model, geographic overlap with HDA.

Broad incumbents

• USA Hockey Diversity & Inclusion Initiatives: The U.S. national governing body's diversity and inclusion programs target similar BIPOC and underserved youth audiences across the U.S. Broad incumbent: not a single organization but a federation with analogous mission scope, larger resources, and competing sponsor mindshare.
• Hockey is For Everyone (NHL): The NHL's umbrella initiative that includes Hockey is for Everyone Month and related diversity programs. Broad incumbent: league-backed alternative that competes for the same corporate sponsorship dollars and grassroots hockey access mandate, though without HDA's independent mission positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TheOfficialHDA
• YouTubeyoutube.com/@hockeydiversityalliance6706
• Facebookfacebook.com/TheOfficialHDA
• LinkedInlinkedin.com/company/hockey-diversity-alliance
• Instagraminstagram.com/theofficialhda
• TikToktiktok.com/@theofficialhda

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hockey Diversity Alliance