World-renowned equipment manufacturer Nike confirmed on Monday the final termination of its sponsorship agreement with Hockey Canada despite the arrival of President and CEO Katherine Henderson at the head of this organization at the beginning of the month.
The company began its partnership with the federation in 1999, but put it on hold last year due to allegations of gang rape committed by members of Junior Team Canada in June 2018. Many sponsors, including Telus , Esso and Tim Hortons, had taken a similar decision, deeming unacceptable the management of the national organization which created a reserve fund to compensate victims of wrongdoing by its players.
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“We will continue to provide Hockey Canada athletes with on-ice products as per our agreement with the International Ice Hockey Federation. However, our individual partnership with the association has come to an end,” Nike said in a daily message. The Globe and Mail.
wave of changes
For his part, Henderson leads a body that has suffered multiple upheavals since the London 2018 scandal broke in broad daylight. , Pascale Ste-Onge, in the lead – demanded accountability from the federation.
As to whether the changes will convince sponsors to return home, it seems impossible to come to a general conclusion. If Nike has left for good, Esso has yet to determine the 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,” Bauer vice president of global marketing Mary-Kay Messier said at Globe and Mail. We must nevertheless ensure that it is responsible and that it offers a new vision reflecting Canadian communities, while offering enriching and fair experiences for all those who practice the sport”, continued the one who has already worked on the committee of Hockey Canada recruiting.