Nike, Tim Hortons, Canadian Tire drop sponsorship of Hockey Canada amid sexual assault scandal – Toronto Star

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SOURCE: Ana Pereira | Toronto Star


A number of corporate partners and regional hockey bodies have decided to suspend their ties with Hockey Canada in the wake of the organization’s response to sexual assault allegations.

Sponsors expressed a lack of confidence in Hockey Canada’s ability to handle the allegations from earlier this year.

The organization was using a “national equity fund,” meant for “safety, wellness and equity initiatives,” to settle sexual assault claims.

Here’s a list of some of the organizations that have stopped support for Hockey Canada:

Tim Hortons was one of the first sponsors to pull support from Hockey Canada.

“We’re deeply disappointed in the lack of progress that Hockey Canada has made to date,” Michael Oliveira, director of Tim Hortons communications, said in an emailed statement. “We will continue to fund Canada’s women’s hockey and para hockey teams, as well as youth hockey.”

Nike, one of Hockey Canada’s premier marketing partners, announced on Friday it is pausing its partnership with Hockey Canada.

Nike spokesperson Sandra Carreon-John said the company is “deeply concerned.

“We believe significant and substantive action is required to support athletes and transform hockey for future generations,” Carreon-John said in a statement.

The athletic apparel company said it will continue to monitor circumstances as Hockey Canada responds to the sexual assault investigations.

We believe significant and substantive action is required to support athletes and transform hockey for future generations.

Scotiabank paused sponsorship of Hockey Canada’s men’s hockey for the entire season, including the upcoming World Junior Championship.

“From Hockey Canada, we expect a tangible commitment to transparency with Canadians, strong leadership, accountability with their stakeholders and the hockey community, and improved safety both on and off the ice. Ultimately our position hasn’t wavered: the time for change is long overdue,” said Doug Johnson, spokesperson for Scotiabank.

Telus confirmed to the Star it will not be sponsoring Hockey Canada’s men’s hockey programs for the 2022-2023 season, including the World Junior Championship.

“We are deeply disheartened by the lack of action and commitment from Hockey Canada to drive necessary cultural change,” said Richard Gilhooley, director of public affairs at Telus.

“We remain passionate fans and supporters of the sport of hockey and stand committed to enabling systemic change to make hockey safe for all,” Gilhooley said.

Skip the Dishes: “Like many Canadians, we have been deeply troubled by recent allegations, and as such have since terminated our partnership with Hockey Canada,” a company spokesperson told the Star in an emailed statement.

Canadian Tire: “In our view, Hockey Canada continues to resist meaningful change and we can no longer confidently move forward together,” said Jane Shaw, senior vice-president of communications at Canadian Tire.

Canadian Tire will keep investing in hockey-related organizations that “better align with our values,” she said.

Funds will be diverted to organizations, such as the Respect Group, which focuses on preventing bullying, abuse, harassment and discrimination in the workplace and in sports.

In our view, Hockey Canada continues to resist meaningful change and we can no longer confidently move forward together.

Hockey New Brunswick announced on Friday it is pausing the transfer of its $3-per-player participant fee to Hockey Canada.

The organization follows other provincial hockey associations engaging in similar resolutions, as they acknowledge the growing concern about the governance and culture of the sport in Canada.

Hockey Quebec said in a press statement on Wednesday that it is suspending the transfer of the $3-fee to Hockey Canada.

The decision spurred from a loss of confidence “in the ability of Hockey Canada (the Federation) to act effectively to change the culture of hockey with the structure in place” it said in the statement.

“We are asking Hockey Canada to review its decisions-making process and to add an external advisory committee,” it said.

Ontario Hockey Federation (OHF) has formally requested Hockey Canada to not collect the $3-participant assessment fee for the 2022-2023 season.

Hockey Nova Scotia said, on Thursday, it has “lost confidence” in Hockey Canada’s leadership and is suspending support for the 2022-2023 season.

The organization’s board of directors voted in an emergency meeting to keep the $3-registration fee per member from Hockey Canada.


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