Amidst ongoing investigations into sexual assault allegations, rumours of cover ups, and turn over at the executive levels, Nike has announced they are ending their 20 plus year partnership with Hockey Canada.
The sports apparel brand was one of numerous organizations who paused their relationship with Canada’s governing body for hockey in 2022 after the board was widely criticized for settlement payouts to victims for off ice incidents. Nike had been one of Hockey Canada’s “Premier Level” marketing partners since 1999.
“We will continue to provide on-ice product for Hockey Canada athletes as part of our partnership with the International Ice Hockey Federation, but our individual partnership with the federation has ended,” a company rep for Nike announced in a prepared statement.
The investigation into incidents involving members of the World Junior hockey team, as well as other high ranking athletes and officials caused the board to resign, and sweeping changes to take place over the past year. Former Curling Canada CEO Katherine Henderson was recently appointed as Hockey Canada President & CEO, marking the first time a woman has held the position.
A Hockey Canada representative remarked “Hockey Canada is appreciative of the long-standing partnership it had with Nike for over two decades and respects their decision not to continue as a Hockey Canada partner.”
Nike was far from the only corporation who either paused or terminated their relationship with Hockey Canada in the wake of the scandal. Telus, Esso, Tim Horton’s, Chevrolet, and Canadian Tire were just some of the other organizations who either severed or paused funding to any Hockey Canada men’s programs for the 2022-23 season.
Since then, Hockey Canada has seen sponsorship revenue dry up as they attempted to navigate wholesale changes at the executive level. Senior Vice President Pat McLaughlin said the organization was expected to lose up to $24M in sponsorship revenue as a result of their partnerships being put on hold.
However, equipment manufacturer Bauer recently announced that they would be reinstating their financial commitment to the group following the appointment of Henderson as CEO.
“Effective today, Bauer Hockey will reinstate its partnership with Hockey Canada,” Bauer VP of global marketing Mary-Kay Messier said in a statement earlier this month. “Together with Katherine and Hockey Canada, we want to help build a strategic plan that grows the game, prioritizes inclusion, and restores the trust of the Canadian people.”
“We believe now is the time for corporate partners, broadcast sponsors and community leaders to support Hockey Canada. At the same time, we must all continue to hold the organization accountable for creating and executing a new vision that reflects our Canadian communities and provides equitable and enriching experiences for all to play the game.”
Hockey Canada echoed that statement saying they were “encouraged by the support of Bauer Hockey and their reinvestment in our partnership which signals a positive step forward.”
Other former partners of Hockey Canada have yet to issue a statement one way or another in terms of what their relationship with the nation’s governing body for the sport will be moving forward.
-Kyle Skinner
Twitter: @JKyleSkinner
Photo: Xgeorg. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.