CFL Aims for Diversity in Fan Base

[jerrym]

Although Michael Sam played only one game for the Als in 2015, the team is now focusing with the LGBTQ community on raising diversity awareness in this area. The rest of the league should look at doing more of this.

Jean-Sebastien Boudreault said he was pleasantly surprised last April when Alouettes vice-president (marketing) Bernard Asselin approached him, saying the Canadian Football League team wanted to form a partnership with Canada Pride Montreal. ...
As part of the first national edition of Canada Pride — an 11-day event celebrating Canada’s LGBTQ community that began on Aug. 10 in Montreal — the Als and event organizer Fierté Montréal engaged in a joint venture. A section at Molson Stadium was devoted to Canada Pride Montreal for last Friday’s game against the Toronto Argonauts, with $5 from every ticket sold donated to Équipe Montreal, an organization representing LGBTQ sports leagues throughout the province.As well, Alouettes general manager Kavis Reed recorded a bilingual video, posted on Facebook, in which he implores everyone to work toward a more inclusive world. The player’s helmets were adorned with the rainbow flag for the game and the logo will remain on the back of their helmets this Saturday, when the teams meet again at Toronto’s BMO Field. Major League Soccer’s Impact have a similar collaborative effort for Wednesday’s home game against Chicago.

Organized by Fierté Montréal, and modelled on the EuroPride and WorldPride event, more than 750,000 spectators are expected to attend various events and concerts. And Prime Minister Justin Trudeau has confirmed his participation at this Sunday’s parade in Montreal.
Asselin said the involvement made perfect sense because one of the team’s mandates is to become an integral part of the community. “We want to be part of the fabric and the buzz in Montreal,” he said.
Boudreault, in turn, was quick to applaud the Als for what he deemed to be a genuine commitment. “We were surprised, but in a good way. We were super thrilled,” he said.
“One of the last bastions, where there’s still so much homophobia, is in professional sports,” said Boudreault, who hopes to work with the Als on an annual basis and has approached the NHL’s Canadiens as well. ...
Reed, a free thinker with a liberal attitude, said he has relatives in South Carolina, as well as friends, in the LGTBQ community. ...

“If I stand in a room and I’m different and someone else is different, and I have a lack of tolerance or acceptance, that’s hypocrisy,” he explained. “Inclusiveness in sports, just like in society, is very important. Everyone should be accepted for who they are and what they stand for.
“We’re all different in some way, but we’re all the same,” he added. “Regardless of our (sexual) preference, we’re all human beings. When we have that respect for each other, society becomes a lot better place.”
With that attitude, it wasn’t a coincidence Reed developed a bond with Sam during his brief CFL career. They spoke often, usually at Reed’s insistence, because he sensed the signing was going to become a media circus that would make Sam uncomfortable.
“A lot of people didn’t understand. A lot of people didn’t take the time to know the person beyond just the headlines,” Reed said. “You knew it was going to be all about him and his status.”
Reed said he found Sam humorous and extremely intelligent, someone who could discuss politics and world events, and could articulate his feelings in a cogent manner. ...

Reed said it was “extremely tough” for Sam in the dressing room and some players were uncomfortable being around him.
Boudreault said he can understand this; that things will always be complicated in a locker room where players must get naked shower together. As much as there are players who will be uncomfortable in that surrounding, a gay athlete must be mentally strong enough to handle any controversy. But, he added, the organization must be there to support them.

http://montrealgazette.com/sports/fo...gbtq-community