The NHL is facing a branding crisis due to its handling of LGBTQ+ bans. Last week, the league banned the use of rainbow-colored Pride Tape, adding to the series of missteps with its relationship to the LGBTQ+ community, like when some players refused to wear Pride-themed jerseys last season. In an attempt to avoid negative press and appease objecting players, the NHL went to the extreme by preventing players who want to express support from doing so, erasing years of progress and support for the LGBTQ+ community and making the league’s past efforts seem like empty gestures. Ultimately, this flip-flopping approach damages its image and reputation, alienating potential young LGBTQ+ fans. (Fast Company)
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