As the Dallas Stars continue their quest for their first Stanley Cup since 1999, the organization is embracing its mission of cultural growth and community engagement by extending their reach beyond American borders. Led by Al Montoya, the team's Vice President of Cultural Growth and Strategy, the Stars recently launched an initiative to introduce hockey to young people in Mexico City.
“Never thought I’d say that,” Montoya remarked about the program. “Being raised as a Cuban American, first Spanish-speaking player to play in (the NHL), I never thought that I’d see this, the amount of participation that these kids are having.” The initiative involved teaching 50 children, aged 4 to 10, the basics of hockey, many of whom had never skated before.
“We had a pep rally, kids waving towels, 4 to 10 years old. Never skated before. Some took off running. Others were like Bambi," Montoya reflected.
The program in Mexico City serves as a testament to the Stars' commitment to fostering a love for hockey in diverse communities.
“Mexico hockey is Texas hockey and vice versa,” Montoya said. “We want to play a game in Mexico City, from our owner to our president, and this is us just planting some seeds and really connecting.”
Montoya’s role in this initiative is deeply personal. As the first Spanish-speaking player in the NHL, he brings a unique perspective to his work with the Stars.
“Here in Dallas, the public school systems are almost 70% Hispanic,” he noted. “Our population here being what it is, it’s easy for us to connect.”
The outreach in Mexico is just one example of the Stars’ broader efforts to grow hockey’s fanbase. By introducing the game to new audiences, they aim to create lifelong fans and players. “People saying, ‘wow, I didn’t think this game was for me,’ and one day they step into our arena, they never leave,” Montoya said proudly. “The excitement of hockey, the excitement of sport, it is a global game.”
Looking ahead, Montoya envisions even more international endeavors. The Dallas Stars have publicly stated their goal is to play a regular season NHL game in Mexico City at some point.
Montoya and the Dallas Stars remain dedicated to their mission, using the power of sport to unite communities and inspire a new generation of hockey enthusiasts. “We’re seeing the results,” Montoya concluded. “And the result is fandom.”
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