Canadian Non-profit's Ultra Rare Hockey Card Supports NHL's 2SLGBTQ+ Players

In the world of collectibles, rarity is what gives a sports card its value. Earlier this year, an unopened case of hockey cards fetched over $5 million at auction because they likely contained several extremely rare Wayne Gretzky rookie cards. But there’s one occurrence so rare that no player in the NHL’s 107-year history has ever laid claim to it: being the league’s first openly 2SLGBTQ+ identified player.

On National Hockey Card Day (April 13th), the Get REAL Movement - a Canadian non-profit focused on combating 2SLGBTQ+ discrimination, racism and bullying - is releasing what they’ve coined the 'Rarest Rookie Card': an incomplete hockey card for an unidentifiable player which it hopes will not only raise awareness of the lack of 2SLGBTQ+ representation in the league, but will also foster a culture of support and inclusivity, acting as a catalyst for the first openly 2SLGBTQ+ identified player to make their debut.

In addition to earned media, the card will be featured on the Steve Dangle Podcast, one of Canada’s most popular sports podcasts.

At launch, 107 digital collectable cards are being released as NFTs on the marketplace OpenSea with the proceeds of each card’s sale going to the organisation to further its mission of creating safe spaces in sports for the 2SLGBTQ+ community. The digital card reimagines features found on other specialty hockey cards, with embossed player details, a set of blank statistics and a metallic ink finish which gives off a rainbow shimmer when tilted towards the light, evoking the colours of Pride. Emblazoned on the card are the words, 'Rarest Rookie Card,' with the two O’s in 'rookie' being used to create interlocking male icons: a symbol representing homosexuality. 

The plan is to replace the faceless player on each of the cards once the unidentified player makes his debut, which the organisation hopes is sooner rather than later. The NHL is the last of the 'Big Four' professional sports leagues to count an openly 2SLGBTQ+ player among its ranks, trailing behind the MLB, NFL and NBA. In 2021, Nashville Predators prospect Luke Prokop broke barriers when he became the first openly gay player under NHL contract, but he has yet to make his NHL debut.

“The culture of professional hockey needs to change,” says Marley Bowen, executive director of the Get REAL Movement. “We want to see a game where everyone feels welcome: on the ice, in the dressing room and as fans in the stands.”

The launch of the card will be accompanied by a new Sports & Recreation DEI workshop and educational resources from the organisation, outlining both the reasons for hockey’s lack of inclusion along with tools for players, coaches and leagues that equip them with the actions they can take to create more welcoming spaces at all levels of hockey.

“We love the game of hockey and believe strongly in the power of representation,” says Jeremy Lenz, creative director at VML Canada. “The more people who see themselves in the game, the richer the game becomes.”

More information, along with links to bid on a card or donate can be found at RarestRookie.com. This is the second campaign the Get REAL Movement has launched in an attempt to change hockey culture in the past year. A previous campaign, titled 'Keep Pride In the Game,' was launched in response to the league’s ban on Pride jerseys in 2023. Both campaigns have been created by VML Canada.