Zvi Hershcovich is from Canada, which means he loves hockey. He is also a Chabad rabbi, so helping Jews connect to their faith is his sacred mission. 

Helping a Jewish hockey player wrap tefillin? Life goal achieved.

Yet that wasn’t what Hershcovich expected to happen when he created the X account @JewishHockey, where he posts clips of Jewish hockey players at all levels — National Hockey League superstars, minor league up-and-comers, college athletes — scoring goals and generally looking cool on the ice, usually accompanied by a deeply Jewish caption.

“On the last night of Chanukah, Zach Hyman spins the Dreidel on a backhand and wins the chocolate coins,” one post from @JewishHockey stated on Monday, with a clip showing Edmonton Oilers left winger and Jewish day school graduate Zach Hyman scoring a goal against the Vegas Golden Knights. (The Oilers won 4-3.) 

A day earlier, @JewishHockey spotlighted a goal by Vancouver Canucks center Max Sasson against the Boston Bruins in a game Vancouver won in a shootout. “With seconds left to the period, Max Sasson shakes off his defenseman like powder sugar on a Sufganiya, and buries it like a defiled altar found by the Maccabees,” the post read. 

With 3,900 followers, the nearly two-year-old account doesn’t have a huge audience. But it does have a cult following. That’s where the story with the tefillin comes in. 

“People reach out all the time with different things, and I’ve made some connections with many hockey players,” Hershcovich told Jewish Insider in an interview on Tuesday. “Some of them have been very Chabad-centric, where I’ll connect with someone online or in person. Just last week, I helped a Jewish hockey player get a pair of tefillin.” 

After the antisemitic attack at a Hanukkah celebration in Australia earlier this month, a hockey player in British Columbia was motivated to wrap tefillin but did not know where or how to do so, so he reached out to @JewishHockey. The closest Chabad rabbi was still a significant drive away, but Hershcovich, who declined to name the athlete, made the shidduch anyway. The two men connected, and FaceTimed Hershcovich to prove it.

“Then I decided, I shot my shot. I said, ‘Hey, listen, would you be interested in wearing tefillin every day if you had your own pair?’” Hershcovich recalled. “He said sure. He gave his word. So I threw it out there on Twitter, and someone who asked to remain anonymous wrote back and said, ‘I’ll sponsor the pair.’”

The hockey account is a bright spot on X, where antisemitism and harassment have grown worse in recent years. 

“Twitter [X] has become a bit of a cesspool thanks to the propaganda of the enemies of the Jews,” Hershcovich said. “Even on posts that I post, you’ll get a lot of hate, but there definitely has been a community rising, and there’s a close knit Jewish hockey community. It’s very neat to be part of it.”

Serving as the unofficial Jewish ambassador to the world of hockey is not Hershcovich’s day job (though it did lead to some freelance work for a Jewish Hockey Hall of Fame being developed in Toronto). His career looks like many other Chabad rabbis. He spent a short stint as a Chabad emissary in Russia more than a decade ago. Now he teaches at a Chabad day school in Philadelphia, creates animated programming for religious children and works on programming for Jewish college students. 

The son of two ba’al teshuva Jews — people who were raised secular but chose in adulthood to become observant — Hershcovich, 43, first connected to hockey through his grandfather, with whom he often watched Montreal Canadiens games. 

“There was Mathieu Schneider on the Canadiens, and he was my grandfather’s pride and joy, that the Canadiens had a Jewish hockey player on the team. So that might be where it started,” Hershcovich said, referring to the hockey Hall of Famer who won a Stanley Cup in 1993. 

Basketball was Hershcovich’s main sport as a child, until he took up hockey at a Chabad camp. Later, his parents subscribed to the Jewish Press and he remembered an article about a Jewish hockey prospect. So he started keeping an eye on the hockey news for Jewish players after seeing how excited that story made his grandfather. 

“I thought I was the only weirdo doing this for many years, following specifically Jewish hockey players,” Hershcovich said. He still plays hockey every Saturday night after Shabbat, and participates in an annual Jewish hockey tournament in Pennsylvania that draws hundreds of athletes and benefits Rofeh Cholim Cancer Society, which supports cancer patients and their families. 

In 2022, as a passion project, Hershcovich drafted a pseudo “Team Israel” for hockey — a fantasy roster of Jewish players from around the world who might join an Israeli team, inspired by the fact that 20 of the 24 players on the Israeli baseball team at the 2020 summer Olympics were American Jews. 

“I had some fun with that, and that led to more fans, more Jewish hockey fans, discovering there was a larger group. So I opened up a Twitter account and started posting highlights of Jewish hockey players, and things kind of blew up from there,” said Hershcovich. “It’s become part of my daily routine. I wake up in the morning, I just breeze through a couple of Google Alerts, and I go through elite prospects, my bookmarked players. It gives you an update over who scored and some basic statistics from the previous night. I’ll look through it. If I see some highlights, I’ll share them. This has been going on as there’s been a huge explosion in the Jewish hockey world.”

Jewish hockey fans have been delighted to see more and more Jewish players on the ice in the NHL in recent years. Hershcovich thinks a “golden age” of Jewish hockey is on the horizon. He has watched with excitement the rise of Zeev Buium, the American son of Israeli immigrants, who was the 12th overall pick in the 2024 NHL draft, now playing for the Canucks. Among younger prospects, there are even more Jewish players.

“The rise of Jewish hockey is incredible. And following along with the youth, there’s incredible talent coming to the NHL. This might be just the start of the golden age of hockey,” said Hershcovich. 

There is perhaps no better time to witness the dawn of that golden age than the holidays, when team Jewish heritage nights take place across the month of December. 

“This Chanukah, Jewish players are no longer anomalies in the NHL … they’re central to the game,” Dan Brosgol, the executive director of Temple Shir Tikva in Wayland, Mass., wrote in a blog post this month after seeing Bruins goaltender Jeremy Swayman at TD Garden. 

Throughout Hanukkah, hockey teams throughout the league host Jewish heritage nights to bring more Jewish fans and families to the games. These programs often feature public menorah lightings and special giveaways. @JewishHockey, of course, posts about all of them.  

The Florida Panthers had Hebrew-language jerseys. The Pittsburgh Penguins gave out special jerseys showing the team’s mascot underneath Hanukkah candles, with Stars of David scattered across the design. People who purchased a special ticket for the Philadelphia Flyers’ Jewish heritage night received a Flyers-themed menorah, complete with a puck and a hockey stick. 

“Hanukkah seems to have that Christmas feel of the snow and all that, that winter vibe, and therefore to have it with ice hockey really makes sense,” said Hershcovich. “Recently, the teams have been trying to somewhat outdo each other with different shtick.” 

One of the most creative celebrations of Jewish heritage will come in March, when the minor league Tulsa Oilers will host the team’s first ever “Jewish Heritage Game” — and the athletes will take to the ice in specially designed blue-and-white jerseys that say “Jewish Heritage Game” and feature the Oilers’ logo on top of a star of David.

“That’s something that hopefully will get imitated as well. That would bring a tremendous surge of pride,” said Hershcovich.

He’ll be tweeting about it.

Antisemitism is “thriving in plain sight” on Elon Musk’s social media platform X (formerly Twitter), according to a new study by the Center for Countering Digital Hate and the Jewish Council for Public Affairs. 

The study, first shared with CNN, conducted an analysis of over 679,000 antisemitic posts made over a year on the site and found that, despite the platform’s own anti-hate policies and commitment to reduce visibility of hateful content, X “not only tolerates” antisemitic conduct “but allows users to monetize it, giving antisemitic influencers both reach and revenue.”

With the assistance of ChatGPT, the study categorized the posts into Jewish control or power conspiracies, Jewish satanic conspiracies and Holocaust denial, with control or power conspiracies accounting for the plurality (44%) of the total likes and views. All posts included were viewed 193 million times in total.

Musk has touted the platform’s “community notes” feature — where users can add context to false or misleading posts that remain attached to the post if enough verified users vote them as “helpful” — as an antidote to conspiratorial and harmful content instead of increased content moderation. But of the 300 most viewed posts — 100 from each category — only four of them were given a publicly visible community note. Compounding the issue, only 22% of users who viewed the original post viewed the attached community note, likely due to the delay in writing and voting on the note before it was made widely visible.

X says it may restrict posts that violate its policies, which include attacking others on the basis of race, ethnicity, national origin or religion, “inciting behavior,” reinforcing stereotypes, dehumanizing a group of people and denying mass casualty events like the Holocaust. But the study found X took action — including limiting visibility, removing the post, displaying a community note or deleting or suspending the account — on only 36 out of the 300 most-viewed posts.

Individual “antisemitism influencers,” as the study refers to them, find unique success on X. Thirty-two percent of the total likes among all the posts included in the study came from only 10 accounts; for nine of these influencers, their X accounts have the largest number of followers of all their social media platforms. Three of these accounts offer paid subscriptions to their followers, meaning they can profit from their content. 

Despite their posts violating X’s own hate speech policies, six of the 10 are subscribed to X Premium and have a verified checkmark next to their name, providing them increased visibility on the site and more opportunities to monetize their messages. 

Amy Spitalnick, CEO of JCPA, told Jewish Insider, “Antisemitic conspiracy theories and hate that were once fringe have been wholly normalized — thriving in plain sight and amplified by X’s failure to live up to its own policies. At a time when polarization, extremism, and violence are rising at home and abroad, the unchecked spread of antisemitism online is a direct threat not only Jewish safety, but to the safety of all communities and our core democratic values.”

Following complaints that Twitter locked the accounts of some Jewish users in the U.K. who displayed images of the Star of David, the social media company sought to explain its procedures for determining hateful conduct. 

In a statement released Wednesday morning, Twitter clarified, “We categorically do not consider the Star of David as a hateful symbol or hateful image. We have for some time seen the ‘yellow star’ or ‘yellow badge’ symbol being used by those seeking to target Jewish people. This is a violation of the Twitter Rules, and our Hateful Conduct Policy prohibits the promotion of violence against — or threats of attack towards — people on the basis of categories such as religious affiliation, race and ethnic origin.”

“While the majority of cases were correctly actioned, some accounts highlighted recently were mistakes and have now been restored.”

In the statement, Twitter thanked the U.K.-based organizations Campaign Against Antisemitism and Community Security Trust, as well as the Anti-Defamation League, for “bringing this to our attention and for their partnership in tackling antisemitism.”

In a statement to Jewish Insider, Stephen Silverman, Campaign Against Antisemitism’s director of investigations and enforcement, said, “Only one of the accounts locked featured a yellow star, and it very clearly did so as a means of reclaiming the yellow stars used by the Nazis. This is precisely the kind of inept response to antisemitism that we have come to expect from Twitter, which just last week tried to convince us that the viral antisemitic #JewishPrivilege hashtag was legitimate.”

Users reported their accounts were locked by Twitter for depicting the Star of David.

Silverman continued, “We would happily help Twitter, but they largely ignore us when we approach them, which we take as a reflection of their inconsistency in addressing this,” Silverman continued. “It seems that Twitter prefers to go after Jewish users who proudly display their identity but not after antisemitic users who unabashedly promote anti-Jewish vitriol.”

ADL CEO Jonathan Greenblatt welcomed Twitter’s response, praising the social media platform in a tweet. “Good to see Twitter clarifying the difference between images used to harass and when used to express identity and empathy. The Star of David is an ancient symbol that represents all Jews and our solidarity,” he tweeted.

“Upon learning of the situation, ADL reached out to Twitter and worked with the company to help them get it right. Notable that they moved swiftly to correct this problem,” Greenblatt wrote, adding, “Kudos to Twitter for doing this here and elsewhere recently.”