World-renowned equipment manufacturer Nike on Monday confirmed the permanent termination of its sponsorship deal with Hockey Canada, despite the fact that President and CEO Katherine Henderson took over at the helm of that organization earlier in the month.
The company began its partnership with the federation in 1999 but put it on hold last year following allegations of gang rape by members of Junior Team Canada in June 2018. Many sponsors, including Telus, Esso and Tim Hortons, had taken a similar decision, which the management of the national organization, which has set up a reserve fund to compensate victims of its players’ misconduct, finds unacceptable.
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“We will continue to provide on-ice products to Hockey Canada athletes in accordance with our agreement with the International Ice Hockey Federation. However, our individual partnership with the federation has come to an end,” Nike said in a message to The Globe and Mail.
wave of changes
For his part, Henderson heads a body that has suffered several upheavals since the London scandal erupted in broad daylight in 2018. , Pascale Ste-Onge, at the helm – demanded accountability from the association.
Whether the changes will persuade sponsors to return home doesn’t seem to be a one-size-fits-all conclusion. If Nike has left for good, Esso has yet to decide on long-term continuation, while Bauer Hockey has given Hockey Canada another chance.
“We believe now is the time for corporate partners, broadcasters and community leaders to support the association,” Mary-Kay Messier, Bauer’s vice president of global marketing, told The Globe and Mail. However, we must ensure that it is responsible and offers a new vision that reflects Canadian communities, while providing enriching and fair experiences for all who play the sport,” continued the one who has previously served on Hockey Canada’s recruiting committee .