The scandal of violence and degrading gestures that is shaking Canadian junior hockey could cost sponsors to the Quebec Major Junior Hockey League and the Canadian Hockey League. The duty found that some of them were reassessing their partnership.
The rapes and acts of intimidation suffered by several former players in Canadian junior hockey locker rooms since the 1980s do not pass at Fenplast. The Quebec door and window manufacturer, which has sponsored the draft session of the Quebec Major Junior Hockey League (QMJHL) since 2020, is “reflecting” on its involvement. “We have an executive meeting scheduled for Monday. [le 20 février] with this unique item on the agenda,” said the company’s marketing director, Sylvain Arbour, in an email exchange.
Through its chief operating officer, marketing communications, Karl Jahnke, the QMJHL assures that it has not lost any sponsor.
Partners in reflection
But grocer Maxi, through its parent company, Loblaw, says it is “concerned about disturbing revelations” that emerged from an Ontario Superior Court judgment handed down in early February. In these documents, several former players of the three Canadian major junior leagues say under oath that they were intimidated, kidnapped, raped or even tortured during initiation ceremonies when they were recruits, and therefore minors.
” [Nous] lets go […] to follow evolution of the situation very closely,” wrote Johanne Héroux, Senior Director of Corporate Affairs and Communications for Loblaw Companies.
KIA is also questioning its partnership with the Canadian Hockey League (CHL), which includes the QMJHL. The automaker sponsors the Memorial Cup tournament, the most prestigious award in Canadian major junior hockey. Contacted by The dutythe company says it “firmly believes that all sports should foster a safe and inclusive culture for all”.
“As sponsor of the Memorial Cup, we believe in the importance of supporting young athletes on their hockey journey. However, given the evolving information and situation, we will be evaluating our partnership as we move forward,” said KIA Canada Public Relations Manager for Quebec, Madison Don.
The manufacturer Kubota, which specializes in the design of equipment for agriculture, such as tractors, also says it is “highly concerned by the information presented in the context of the proposed class action against the CHL”. “Bullying, initiations and [violences] have no place in the sporting world. We will take the time to review the Court’s decision and to speak with the CHL’s leadership team to better understand how the organization plans to move forward,” the company said.
Commission to come
Contacted Friday, the director of communications of the QMJHL assured that “the lines of communication remain constantly open with the sponsors”. “Investments from our partners play a very crucial role in our ability to provide adequate coaching to players as well as post-career scholarships,” said Maxime Blouin.
Both the QMJHL and the CHL will have to answer questions from Quebec MPs next week. Their appearance in the parliamentary committee is scheduled for Wednesday. This week, the Minister responsible for Sport, Isabelle Charest, said she had several questions to ask the commissioner of the QMJHL, Gilles Courteau.
With Dave Noel