Youth Media Forward’s Exclusive Tour of Scotiabank Arena with MLSE & Akil Augustine

Author - Sabrina Razack

Centre for Sport and Human Rights

On a crisp Toronto morning, nine Youth Media Forward (YMF) participants stepped into the world of professional sports media with an exclusive behind-the-scenes tour of Scotiabank Arena, hosted by Maple Leaf Sports & Entertainment (MLSE). Led by the dynamic Akil Augustine, a renowned television host, producer, and storyteller, the group had a unique opportunity to explore the intersection of sports, media, and advocacy.

Akil, known for his work with the Toronto Raptors and as the creator of The Hangout on NBA TV Canada, shared invaluable insights into the fast-paced world of sports storytelling. His journey—from an intern at Sportsnet to a leading figure in Canadian basketball media—resonated deeply with our aspiring young journalists. "Sports are more than just a game; they’re a platform for powerful stories and social change," he emphasized, inspiring our participants to find their own voices in sports media.

Inside the world of Sports Media

The tour gave students a rare glimpse into the inner workings of Scotiabank Arena, where they:

• Walked through the media gauntlet, where reporters engage with players after games.
• Explored press rooms where reporters watch and create their stories
• Visited loading docks, the unseen heartbeat of arena operations.
• Stepped into MLSE's head offices, getting a firsthand look at how corporate operations support Toronto’s biggest sports franchises.

Workshop: the Power of Social Media in Sports

Following the tour, participants engaged in an interactive workshop with Akil Augustine, covering:

• The impact of social media on sports journalism
• The fine line between engagement and misinformation in digital sports coverage.
• How teams like the Toronto Raptors use social media to advocate for human rights, supporting causes such as LGBTQ+ rights, Black History Month, and gender equity.

One of the most thought-provoking discussions centered on the risks and rewards of speaking out on social issues in sports. Participants debated:

• How can athletes and sports media use social platforms to advocate for human rights while avoiding backlash?
• How does fan engagement influence a team's decision to address social issues?

To put their learning into action, participants worked in groups to develop a social media campaign that a sports team could use to promote a specific human rights issue. Their creativity and passion were on full display, proving that the next generation of sports media professionals is ready to shape the conversation.

A transformative Experience

This trip wasn’t just about learning—it was about seeing firsthand the power of storytelling in sports. From exploring the infrastructure behind a world-class arena to analyzing the role of media in advocacy, the day reinforced how sports, media, and social justice are deeply connected.

A huge thank you to MLSE, Scotiabank Arena, and Akil Augustine for providing this incredible opportunity. Our participants left inspired, equipped with new knowledge, and ready to take on the world of sports media.