Hockey Night Punjabi winning new ice hockey fans

Hockey Night Punjabi winning new ice hockey fans

Multicultural Magic! Ice Hockey in Canada has an army of Punjabi/Sikh fans due to Hockey Night Punjabi, a dedicated national broadcast in language. The hosts have silky moves & they deliver a fun & serious broadcast in first language catering for both serious & new fans.

Hockey Night Punjabi was first broadcast in 2008 and has grown to be such a success that this year ‘Hockey Night in Canada’ announced 7 new broadcast commentary languages to connect to new audiences: Cantonese, Mandarin, Hindi, Vietnamese, Tagalog, Arabic and German.

Ice Hockey is the centrepiece of Canadian identity and has a crucial role as a key unifier between its diverse cultures.

Hockey Night Punjabi Host Randip Janda agrees:

“When I started off, it was ‘Hey, we’re going to bring hockey to a Punjabi audience, and it’s just a different language.”

“But it’s so much more than that. It’s about identity. It’s about having a role in Canada’s sport and being an active player and active participant.”

Janda and his team are aware of the importance of Hockey Night Punjabi as pioneers:

“I hope this has changed the equation a little bit,” he says.

“Where all of a sudden with that inclusion that we speak of, there is somebody sitting out there saying, ‘Wait a second. If these guys can do it, if they’ve been able to build a career out of it and they enjoy hockey, I can do it as well.”

Real and sustainable results in multicultural engagement come not through shiny PR stunts, but marketing and products in first language combined with genuine representation, investment and an ongoing voice.

Bravo Canada!

 

Image source: SportsNet Canada

 

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Patrick Skene

Patrick Skene is a founder and Chief Creative Officer of Cultural Pulse. Patrick works with over 100 communities and creates compelling content for clients to engage with them. He is a storyteller, marketer, writer and author of ‘The Big O, The Life & Times of Olsen Filipaina‘ which has gone into reprint. His stories on the intersection of sport, history and culture have been published by The Guardian Australia, the Age, the Sydney Morning Herald and Inside Sport. He is currently the proud coach of the Rockdale Raiders Under 8B1’s football team.