The wonderful people who brought you Elbows Up and Don’t Shop At Home Depot! are now on to Edmonton Oilers Bring Home The Cup. In response to no Canadian-based team winning the Stanley Cup since 1993 the corporate nostalgia folks are linking arms with Connor McDavid & Co in their struggle with the dastardly Florida Panthers. The Oil are now Canada’s team!

In one bit they were taking ice shavings from McDavid’s home rink in southern Ontario to mix with the frozen Zamboni water of Edmonton’s Rogers Place arena. Okay, they have eight players on the Oilers roster who aren’t Canadian (hello Leon Draisaitl), and the stars now killing it for the Panthers, Sam Bennett and Brad Marchand, are from Ontario. But never mind. Like playing Mr. Dressup trivia with Mike Meyers it’s just too good an idea to waste.

The outcome of all this patriotic wind therapy will be determined Tuesday— or Thursday at the latest. But it will have achieved the desired goal of warming the cockles of all those Canadians who turtled in the election, flipping back to Mark Carney’s Liberals when the going got a little rough with Donald Trump. Resulting in a maximum four more years of Carney’s faculty lounge of dunces and Kamala Harris clones.

While the marketers were playing the Maple Syrup March over the Stanley Cup Final they missed an even better opportunity to marry Canadian patriotism with sport. We speak, of course, of the inevitable crowning of Canadian stars as champions of the NBA. In fact the entire progress of the postseason in the sneaker league has witnessed great Canadian results.

Not least of which: Hamilton’s Shai Gilgeous Alexander winning the NBA MVP while leading his Oklahoma City Thunder to the brink of the NBA crown. For those distracted by Stu Skinner and Corey Perry, SGA is a revelation, If you missed him leading Canada back to the Olympics last year the wiry 26-year-old is a lithe, unstoppable chinook who routinely scores 30 points a game.

He has help from another Canadian, Montreal’s Lu Dort, a finalist for NBA defensive player of the year, who also led Canada to the Olympics. As unstoppable as SGA is, Dort is immovable. But that’s not all the Canadian content. In the Finals they are up against two more Canadian teammates from last year. Aurora Ont.’s Andrew Nembhard is the back-court catalyst for Tyrese Haliburton’s  Indian Pacers, taking them to the Eastern title and within two wins of the NBA title. He’s assisted by another Canadian, Montreal’s Benedict Mathurin, the hero of the Game 3 win for the Pacers. They’re now household names.

The Canadian content didn’t end there, either. In the semifinals, the Thunder beat the Minnesota Timberwolves featuring SGA’s cousin Nickeil Alexander-Walker , another alumnus of the CDN national team. At one point the two close friends were anything but friendly, shoving each other under the basket.

They had Canadian company in the postseason. In earlier rounds R.J. Barrett and the New York Knicks made it to the second round in the East, Jamal Murray’s Denver Nuggets fell to the Thunder in Round Two, while the Houston Rockets and Mississauga’s Dillon Brooks, a tenacious physical presence, lost to Steph Curry’s Golden State Warriors . Meanwhile, Corey Joseph’s Orlando Magic lost in the first round to Boston.

But the Canadian content didn’t end there. The Toronto Raptors, NBA champs of 2019, are now spread throughout the league, affording nostalgic Canadian fans a rooting playoff interest in players such as Pascal Siakim, who’s pairing with Nembhard and Mathurin to push the upset-minded Pacers, shooting guard OG Anunoby teamed with small forward R.J. Barrett on the Knicks and point guard Fred Van Vliet of the Rockets. All harkened back to the Raptors’ greatest days.

But in the heat of Elbows Up marketing these great performances don’t seem to get a sniff from marketers looking to promote Canadian unity in these fractious days. While the sports networks give airtime to the stories in the Association. the general public and advertisers have little time or inclination to draw patriotic strength from these young men.

Before we completely condemn Canadian marketers it should be noted that the interest in the NBA in general is waning. The NBA has lost 75 percent of its TV audience since the Michael Jordan peak while many other sports — NFL, men’s & women’s college basketball, college football — have set record TV ratings. Yes, TV ratings in many fields have dropped since the 1990s. Still, it seems significant.

The problem for the NBA in a Time of Trump is its embrace of hard-left politics. Whether it’s LeBron James defending Chinese shoe manufacturers, the slavish devotion to #BLM even as its corruption is revealed and a maniacal obsession with Donald Trump (and embrace of Kamala Harris) the NBA has made its bed with radical political and cultural elements. It’s as if the Trump election and cultural shift never happened.

In this wilful blindness they are supported by their media partners whose own credibility is at an all-time low after carrying water for the Biden farce and Kamala’s erasure. Ironically, this is the same political crash car running Canadian politics at the moment.  You’d think that would make the NBA— and its sister Women’s NBA—like catnip to the Canada Not For Sale crew.

So far the hockey quest is foremost in their minds. But perhaps when SGA holds the Larry O’Brien Trophy they might just achieve the symbiosis that the sport has always coveted.

Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster  A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, his new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.

Some ideas are so stupid that only intellectuals believe them. George Orwell

Or, in the case of Olympic legend Simone Biles, only gymnasts believe in the incendiary issue of trans men competing in women’s sports. Biles, who has made a secondary career as an object of pity, took exception when former swimmer Riley Gaines, an opponent of trans men competing against women, sent a picture of Minnesota softball team that recently won a state title with a pitcher who is reported to be transgender.

“Comments off lol,’ Gaines wrote in response to the post which wasn’t permitting any comments from the public. “To be expected when your star player is a boy.”

That brought Biles into the fray. ‘You’re truly sick, all of this campaigning because you lost a race. Straight up sore loser. ‘You should be uplifting the trans community and perhaps finding a way to make sports inclusive OR creating a new avenue where trans feel safe in sports. Maybe a transgender category IN ALL sports!! ‘But instead… You bully them… One things for sure is no one in sports is safe with you around!!!!!’

She then poked Gaines again, saying: ‘Bully someone your own size, which would ironically be a male.” (Gaines husband is 6-foot-4)

The loser reference was to Gaines having lost to a trans swimmer in an NCAA race. Since then Gaines has launched a campaign to outlaw biological males from competing with cisgendered girls and women. She has testified in the U.S. Congress and has appeared in numerous interviews espousing a position supported by the vast majority of Americans.

One might think the proof of this position— unquestioned as recently as a decade ago— would be obvious. But Biles and  gender radicals who’ve tried to make trans into the Emancipation Proclamation of the 21st century are not giving up the fight.

Here’s someone named Nancy Armour in USA Today. “There is no scientific evidence that transgender women athletes have a physical advantage over cisgender women athletes, but that hasn’t stopped Gaines from claiming they do..” When legislation banning trans men in girls/ women sports was presented in the U.S. Congress 106 Democrats voted against the motion. The chattering class on CBC, MSNBC and CNN likewise have a cohort of those opposing the ban.

But it was the outburst from Biles that most appalled fans who’d worshipped her as the GOAT of Olympic gymnastics and then sympathized with her victimization by Dr. Larry Nasser. Even when she bailed on her teammates at the 2024 Games they cut her slack. But suddenly a woman who’s preached against body shaming and intolerance was deriding a fellow athlete’s body and mocking her complaints.

Critics were quick to post Biles’ hypocrisy about compassion, citing her own tear-stained testimony about how she was taken advantage by a doctor. Here’s how we described her psychological distress last August during the Olympics. “Prominent among them was gymnast Simone Biles who described the abuse she’d suffered from a male trainer and on social media as the greatest female gymnast in history. Even as she added more golds to her mantle she’d seemed unable to find peace in her accomplishments.

“Due to mental blocks, she’d had to step away from the sport for a time to get her head straight. She had a lot of company from fellow competitors who described sexual harassment and intimidation on social media for their unhappiness. (Hence the constant mental health commercials on the TV broadcasts.)”

Now the same role model is mocking Gaines? It seems unthinkable. As for the claims that men have no advantage against women, it was pointed out that there are zero women who try to reverse the equation, going into men’s sports. They show the hard truths about competitive records of men versus women in a range of sports. They describe the physical risks for women playing against larger, stronger men. Here. Here. And here.

It’s still stunning to see Biles toeing the radical LGBTQ line while asking for traditional pity of a victimized woman herself. Or the amount of support that the cause has garnered from progressives throughout society. When did people became so obtuse about the growth this societal contagion?

We wrote earlier this year about how such notions take hold. MacDonald Laurier Institute fellow Mia Hughes charted a history of similar social contagions such as bulimia and multiple-personality disorder. “In 1972, British psychologist Gerald Russell treated a woman with an unusual eating disorder involving binging and purging. Over the next seven years, he saw a further 30 woman presenting with the same condition. In 1979, he wrote a paper published in Psychological Medicine, in which he gave it the name bulimia nervosa….

“Then something remarkable happened. The illness swept the globe like wildfire… affecting an estimated 30 million people by the mid-1990s, the majority of whom were teenage girls and young women. The explanation for this rapid spread is what philosopher Ian Hacking calls ‘semantic contagion’ – how the process of naming and describing a condition creates the means by which the condition spreads. The epidemic of multiple-personality disorder in the 90s was spread this same way… Multiple studies demonstrate the media’s culpability in the spread of social contagions.”

The new contagion is trans athletes. USA Today is just one example of how influencers try to legitimize campaigns to boost their own self esteem. As the battle to reverse the trans incursion shows, there are only too many willing to play politics in the gender debate. Like the pro-Palestinian movement in North America the trans athlete hoax exists is a bubble where reality and fiction can co-exist, knowing they’ll never be put to the test.

Orwell called it doublethink “the power of holding two contradictory beliefs in one’s mind simultaneously, and accepting both of them.” Biles and the liberal elites have it mastered. Nursing their grievance while finding it a fault in others.

Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster  A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, Bruce is regular media contributor. The new book from there team of Evan & Bruce Dowbiggin is Deal With It: The Trades That Stunned The NHL & Changed Hockey. From Espo to Boston in 1967 to Gretz in L.A. in 1988 to Patrick Roy leaving Montreal in 1995, the stories behind the story. In paperback and Kindle on #Amazon. Destined to be a hockey best seller. https://www.amazon.ca/Deal-Trades-Stunned-Changed-Hockey-ebook/dp/B0D236NB35/