Nike Ends Sponsorship of Hockey Canada Amid Sexual Assault Allegations
Nike has officially ended its sponsorship of Hockey Canada, following the company’s suspension of its relationship with the organization in October. The decision comes in the wake of sexual assault allegations involving members of Hockey Canada’s 2018 World Junior team. While Nike will continue to provide on-ice products for Hockey Canada athletes through its partnership with the International Ice Hockey Federation, the individual partnership with the federation has been terminated. This move marks the end of Nike’s sponsorship of Hockey Canada, a partnership that had been in place since 1999.
Background
Nike’s decision to sever ties with Hockey Canada is part of a larger fallout resulting from the organization’s handling of sexual assault allegations against members of the 2018 Canadian national junior team. Premier partners Esso, Telus, and Tim Hortons had already withdrawn their support for Hockey Canada’s men’s programs for the 2022-23 season last fall. The organization has faced intense scrutiny since May 2022 when the allegations of sexual assault were made public in a lawsuit that was later settled.
The lawsuit, filed in Ontario Superior Court, alleged that a woman was assaulted by eight players, including members of Canada’s World Junior team, in a hotel room in London, Ontario, following a Hockey Canada Foundation event in June 2018. The settlement of the lawsuit without a full investigation into the allegations led to several sponsors and provincial federations distancing themselves from Hockey Canada and calling for changes in leadership.
Impact on Hockey Canada
In a parliamentary hearing in November, senior vice president Pat McLaughlin stated that Hockey Canada was expected to lose up to $24 million due to sponsors ending or pausing partnerships with the organization. Additionally, the Canadian government withdrew funding to Hockey Canada but restored it with conditions in April. These financial setbacks, along with the loss of key sponsors like Nike, have put significant strain on Hockey Canada’s operations and future initiatives.
New Leadership and Partnerships
In an effort to rebuild trust and address the issues within the organization, Hockey Canada named Katherine Henderson as its new president and CEO earlier this month. Henderson, the former CEO of Curling Canada, replaced former CEO Scott Smith, who resigned amidst the controversy last fall. Following Henderson’s appointment, Bauer Hockey reinstated its partnership with Hockey Canada, signaling its commitment to supporting the organization’s efforts to rebuild and prioritize inclusion.
Bauer vice president of global marketing Mary-Kay Messier expressed the company’s dedication to working with Hockey Canada to develop a strategic plan that promotes growth, inclusion, and the restoration of trust among the Canadian people. Messier emphasized the importance of corporate partners, broadcast sponsors, and community leaders stepping up to support Hockey Canada while holding the organization accountable for creating and executing a new vision that reflects the values of Canadian communities.
Moving Forward
The termination of Nike’s sponsorship deal with Hockey Canada is a significant blow to the organization, both financially and in terms of reputation. As Hockey Canada continues to navigate the aftermath of the sexual assault allegations and work towards rebuilding trust, it will be crucial for the organization to secure new partnerships and regain the support of sponsors and stakeholders.
The focus now shifts to Katherine Henderson and her leadership in implementing necessary changes within Hockey Canada. With the reinstatement of Bauer’s partnership and the support of other stakeholders, there is hope for a renewed vision that prioritizes inclusivity and ensures equitable and enriching experiences for all involved in the game of hockey.
In conclusion, Nike’s decision to end its sponsorship of Hockey Canada underscores the serious nature of the sexual assault allegations and their impact on the organization. As Hockey Canada strives to move forward, it must address the concerns raised by sponsors, stakeholders, and the public while working towards creating a safer and more inclusive environment for all participants in the sport.