REPORT: Hockey Canada loses huge sponsors in wake of handling of sexual assault cases against players

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Dan
October 6, 2022 (9:49 PM)

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As representatives of Hockey Canada have been called to the House of Commons to be questioned on their handling of sexual assault cases made against junior players in their system, notably their use of a discretionary fund to settle cases out of court, major sponsors have begun to drop and pause their relationship with Hockey Canada.

Hockey Canada has acknowledged they've paid $8.9 million in settlements to 21 complainants with sexual misconduct claims against its players since 1989, and Hockey Canada has admitted it drew on minor hockey membership fees to pay for uninsured liabilities, including sexual abuse claims.

Mainstay sponsor Tim Hortons, as well as Scotiabank, Telus and Canadian Tire have stopped or paused their relationships with Hockey Canada.

Tim Hortons, one of Hockey Canada's most-high profile sponsors, has informed the organization that the brand is pulling support for all men's hockey programming for the 2022-23 season -- including the World Juniors.https://t.co/oxN1eJ9T01� Susan Krashinsky Robertson (@susinsky) October 5, 2022

These announcements and corporate pressures are coming in the aftermath of a disastrous response by Hockey Canada's interim board chair, announcing there would be no management changes to Hockey Canada, and insinuating Hockey Canada is being scapegoated.

In a particularly divided time in Canadian politics the Liberals, Conservatives, Bloc Québécois and NDP have been united in their criticism of Hockey Canada and their handling of sexual assault cases made against players, as well as their response to these procedures coming to light.

Canadian Tire said it will redirect its funding to groups including Sheldon Kennedy's Respect Group, which works with hockey teams and leagues and other organizations to provide abuse prevention training.@ShelKenn @RespectGroup pic.twitter.com/VhHaVczeio� Rick Westhead (@rwesthead) October 6, 2022

In light of these high-profile departures and near ubiquitous condemnation, it will be interesting to see how long Hockey Canada will hold onto this current strategy, or if their braintrust will change course to try and salvage their organizations reputation.