The Edmonton Oilers hold a unique and powerful position in the city’s cultural landscape. For many Edmontonians, the team is more than just a sports franchise; it’s a source of civic pride, a unifier, and a symbol of resilience. This deep connection between the team and the city’s residents makes the Oilers’ fanbase a valuable demographic for election candidates. This essay will explore the ways in which candidates exploit this connection, the potential benefits and drawbacks of such strategies, and the ethical considerations involved.

The Oilers’ Cultural Significance in Edmonton

To understand why the Oilers’ fanbase is so appealing to politicians, it’s crucial to recognize the team’s cultural significance:

• Civic Pride and Identity: The Oilers’ successes, particularly during their 1980s dynasty, are a source of immense civic pride. The team is closely tied to Edmonton’s identity, and their performance can significantly impact the city’s morale.
• Community Unifier: The Oilers bring people from all walks of life together. During game nights, the city buzzes with energy, and fans share a collective experience. This sense of community is something politicians often try to tap into.
• Economic Driver: The Oilers’ presence has a substantial economic impact on Edmonton. Games boost local businesses, create jobs, and attract tourists. This economic dimension adds another layer to the team’s significance.
• Resilience Symbol: The Oilers have also been a symbol of resilience. The team’s ability to bounce back from setbacks mirrors the city’s own experiences with economic downturns and other challenges.

Strategies Used by Candidates

Given the Oilers’ importance, it’s no surprise that election candidates often try to capitalize on the team’s popularity. Here are some common strategies:

• Public Appearances at Games and Events: Candidates frequently attend Oilers games, rallies, and related events, often sporting team colors and paraphernalia. This allows them to be seen in a popular and positive environment, associating themselves with the team’s image.
• Social Media Engagement: Candidates use social media to show their support for the Oilers, posting about game nights, celebrating victories, and commiserating over losses. This helps them connect with fans on a personal level and demonstrate that they share their passions. Trisha Estabrooks, an NDP candidate in Edmonton Centre, actively uses social media to showcase her Oilers’ spirit.
• Endorsements and Associations: While official endorsements from the team or its players are rare, candidates may try to associate themselves with the Oilers through indirect means, such as highlighting their support from prominent fans or community figures connected to the team.
• Campaign Messaging and Rhetoric: Candidates may incorporate Oilers-related themes into their campaign messaging. For example, they might use slogans that evoke the team’s fighting spirit or refer to the importance of teamwork and community, values associated with the Oilers.
• Community Events and Sponsorships: Candidates or their parties might sponsor or participate in community events related to the Oilers, such as viewing parties or charity events. This can help them build goodwill and raise their profile among fans.
• Door-to-Door Canvassing Strategies: Candidates adjust their door-knocking schedules to accommodate game times, showing respect for fans’ priorities. Some, like Ron Thiering, acknowledge the need to work around game schedules. Candidates may also use the Oilers as an icebreaker when meeting voters at their doorsteps.
• Photo Opportunities: Candidates often seek photo opportunities with Oilers players, alumni, or prominent fans. These photos can be used in campaign materials and on social media to demonstrate the candidate’s connection to the team and its supporters. Mark Carney, for instance, appeared at Rogers Place in Oilers’ colors.

Benefits and Drawbacks

Exploiting the Oilers’ fanbase can offer several potential benefits for election candidates:

• Increased Visibility: Associating with the Oilers can significantly increase a candidate’s visibility and name recognition, particularly among a large and engaged demographic.
• Positive Association: The Oilers are generally viewed positively, so candidates can benefit from the “halo effect” of aligning themselves with the team.
• Enhanced Connection with Voters: Sharing a passion for the Oilers can help candidates build rapport with voters and demonstrate that they understand and share their values and interests.
• Mobilizing Support: The Oilers’ fanbase is a large and passionate group, and candidates who can tap into this enthusiasm may be able to mobilize significant support for their campaigns.

However, there are also potential drawbacks:

• Alienating Non-Fans: Overly focusing on the Oilers may alienate voters who are not hockey fans or who feel that the candidate is pandering to a specific group.
• Superficiality: If a candidate’s support for the Oilers seems insincere or opportunistic, it could damage their credibility and be perceived as inauthentic.
• Distraction from Substantive Issues: An excessive focus on the Oilers could distract from more substantive policy issues and concerns that are more relevant to the election.
• Potential for Missteps: Candidates who are not genuine fans may make gaffes or appear out of touch, which could backfire and damage their image.

Ethical Considerations

The use of the Oilers’ fanbase in election campaigns raises several ethical considerations:

• Authenticity: Candidates should be genuine in their support for the Oilers. Exploiting the team’s popularity for purely political gain can be seen as manipulative and dishonest.
• Respect for Fans: Candidates should respect the passion and dedication of Oilers fans and avoid using the team in ways that are disrespectful or exploitative.
• Focus on Substantive Issues: While connecting with voters through shared interests is important, candidates should not allow their focus on the Oilers to overshadow more substantive policy issues.
• Transparency: Candidates should be transparent about their motivations for associating with the Oilers and avoid creating the impression that they have official support from the team or its organization if that is not the case.
• Avoiding Exploitation: Candidates should avoid exploiting the team or its fans for purely political gain. Using the Oilers’ image or popularity in a way that is manipulative or disrespectful can damage the relationship between the team, its fans, and the community.

The Edmonton Oilers are more than just a hockey team; they are a cultural force that unites the city and embodies its spirit. Election candidates are well aware of this and often try to leverage the team’s popularity to their advantage. While this strategy can offer potential benefits in terms of increased visibility and voter connection, it also carries risks, such as alienating non-fans and appearing inauthentic. Ultimately, the most effective and ethical approach is for candidates to demonstrate genuine support for the Oilers while maintaining a focus on the substantive issues that matter most to voters. By doing so, they can connect with the city’s passionate fanbase in a way that is both meaningful and respectful.