"This is about more than just corporate dollars. Sponsorships account for 27 per cent of funding - the organization's biggest source of funds, according to its website.īut the loss of sponsors could have ripple effects throughout the organization beyond just a loss of money, and possibly affect hockey programming across the country, said Greg Vanier, the head of crisis and reputation risk at Edelman Canada. Losing sponsors could have a significant impact on Hockey Canada's bottom line. The grocer continues to support the women’s national hockey team and is exploring options to do that "directly without any connection to Hockey Canada," she said. "We were disgusted by all of the allegations and, as importantly, Hockey Canada’s unwillingness to make meaningful change to earn back the trust of Canadians and ensure everyone feels welcome and safe when playing the sport," Karen White-Boswell, Sobeys director of external communications, said in an emailed statement Thursday. Grocery retailer Sobeys chose not to renew its sponsorship contract with Hockey Canada when it expired in June.
Telus Corp., Scotiabank, Esso and Tim Hortons - nearly synonymous with hockey in Canada - have all suspended support of the men's hockey programs for the 2022-23 season, including the upcoming world juniors tournament.Ĭhevrolet Canada paused its sponsorship in June, with its parent company General Motors saying it has "no tolerance for abuse of any kind." The company will instead support hockey-related organizations that better align with the company's values of sport that is inclusive and safe for all Canadians, she said. "Hockey Canada continues to resist meaningful change and we can no longer confidently move forward together," Canadian Tire senior vice-president of communications Jane Shaw said in a statement on Thursday.
These are icons of the Canadian economy that have always been tightly connected to hockey."Ĭanadian Tire Corp., a brand closely tied to Canada's hockey ethos, ended its partnership with Hockey Canada on Thursday. "These are not small Canadian brands that are jumping ship. They're going to lose a lot of corporate sponsorship, money and brand prestige," said Simon Darnell, director of the Centre for Sport Policy Studies at the University of Toronto. "They keep digging in their heels on this issue. Sponsorship accounts for more than a quarter of the funding for the scandal-plagued organization which has continued to defend itself against criticism over its handling of alleged sexual assaults and money paid to settle lawsuits. Titans of corporate Canada are cutting ties with Hockey Canada as the fallout from the sporting organization's mishandling of alleged sexual assaults deepens.Ī list of top-tier sponsors from retailers and coffee chains to banks and carmakers have pulled support for the sport's national governing body as it ignores mounting calls for leadership and cultural change.
0 kommentar(er)
