Areto Labs' Industry Report Reveals Alarming Online Abuse in NHL Pride Nights
FOR IMMEDIATE RELEASE
Edmonton, Alberta - June 20, 2023 - Areto Labs, in collaboration with four NHL teams, has conducted an extensive analysis of social media activity during each team's Pride Nights in 2023. The findings have been compiled into a groundbreaking industry report, highlighting three quantitative insights, four major conversation trends, and providing six actionable recommendations to foster a safe and inclusive environment for all players, staff, and fans.
NHL Pride Nights have emerged as a powerful initiative, promoting diversity and inclusivity within professional ice hockey. However, the comprehensive analysis conducted by Areto Labs reveals a shocking reality: NHL Pride Nights experience an alarming 117% more instances of homophobia and transphobia on social media compared to other sports events. This revelation underscores the urgent need to address these issues and create a safe, welcoming space for all fans
The report presents quantitative findings that shed light on the magnitude of the problem. Homophobic comments account for 41.2% of all abusive comments, closely followed by transphobic remarks at 9.6%. This data demands immediate action to protect the well-being of players, staff, and fans, and to foster a culture of respect and acceptance within the sport.
To combat online abuse during NHL Pride Nights, Areto Labs has developed defense recommendations, urging teams to adopt a proactive stance. These strategies include implementing clearer responses to incitement, simplifying reporting mechanisms, and leveraging partnerships with social media platforms to enhance the effectiveness of campaign messaging
The report also emphasizes the importance of offense recommendations, focusing on positive engagement with fans to build a vibrant and inclusive community. By identifying superfans, directly engaging with supporters, and encouraging athlete-led content, teams can cultivate an environment that embraces diversity and ensures the inclusivity of all individuals.
Lana Cuthbertson, CEO of Areto Labs, expressed the goal of the industry report, stating, "Our report aims to shed light on the challenges faced by NHL Pride Nights and provide practical recommendations to address online abuse. Through collaboration and concerted efforts, NHL teams can create a more inclusive and respectful environment that truly embodies the values of diversity and acceptance."
This industry report is a direct response to The Game Plan, a plan of action by the UN-Summit Sport Working Group to counter hate speech within the global sports community. Notably, Brian Blake, the NHL's Senior Director of Diversity & Inclusion, played a key role in this working group, exemplifying the league's commitment to promoting inclusive policies on and off the ice. The report draws from The Game Plan's brand defense and offense recommendations, encouraging teams to leverage data-driven campaigns, simplify reporting mechanisms, and engage directly with fans to foster positivity and inclusivity.
For more information on NHL Pride Nights 2023 and to access the full industry report, visit Areto Labs' website at aretolabs.com/nhl-pride-nights-2023 or contact hello@aretolabs.com.
About Areto Labs:
Areto Labs is a leading technology and analytics company specializing in social media intelligence and online reputation management. Their innovative solutions empower organizations to navigate the complex landscape of social media, protect their brand, and foster growth.
Media Contact:
Marina Banister
Director of Public Relations, Areto Labs
marina@aretolabs.com
Note: The information presented in this press release is based on the findings and analysis conducted by Areto Labs. The opinions expressed in the report are solely those of Areto Labs and do not necessarily reflect the views of the NHL or its affiliated teams.