The NHL accepted the PRO Award for the Best Corporate Social Responsibility Campaign for the Declaration of Principles at a gala in New York on Tuesday.
The awards, judged by a panel of brand-side marketers, honor winners across 32 categories.
The Declaration of Principles was developed by and for hockey stakeholders in order to advance policies, programs and initiatives, while inspiring fans, players and communities to create the best possible experience for the entire hockey community. It advocates hockey as a powerful platform for participants to build character, foster positive values and develop important life skills that transcend the game.
The principles were signed by 17 hockey organizations, including the NHL and the NHL Players' Association; the two unveiled them in New York on Sept. 6. Among the principles are for hockey to be an enjoyable family experience; the recognition that hockey's greatest role is in the development of character and life skills; the benefit of playing multiple sports; and that hockey should be all-inclusive, regardless of race, religion, gender, sexual orientation or socio-economic status.
"This award is tremendous and we're honored to receive it on behalf of the entire hockey community," said Pat LaFontaine, NHL vice president of hockey development and community affairs. "It's exciting. The sentiments of the DOP are that there is a greater value to a family's involvement in youth sports, and we are pleased that this thinking is being shared with a broader audience."
The Declaration of Principles recognizes that 99.9 percent of hockey players don't advance to the NHL and 98 percent won't receive college scholarships for hockey, and advocates for a shift in culture and learning of skills that can expand their potential beyond the rink.
The other finalists in the category were Anheuser-Busch and March of Dimes.