Nike has made the decision to permanently terminate its sponsorship of Hockey Canada due to the ongoing controversy surrounding sexual assault allegations and the organization’s handling of the situation. A spokesperson for Nike confirmed the news, stating that the company had dropped its ties with the sports body. This move comes after Nike had already put its sponsorship on hold in October, following reports of the sexual assault allegations. Several other companies have also severed their sponsorship ties with Hockey Canada in light of these revelations.
The scandal emerged when it was revealed that Hockey Canada had paid a significant legal settlement in relation to allegations of sexual assault against members of its 2018 men’s world junior team. The organization’s leadership initially resisted calls for change but eventually resigned under mounting pressure from sponsors and the public.
While Nike will no longer be a sponsor of Hockey Canada, it will continue to provide on-ice products for Hockey Canada athletes as part of its partnership with the International Ice Hockey Federation. However, the individual partnership between Nike and the federation has come to an end.
Hockey Canada had previously identified Nike as one of its four premier marketing partners, a role the sportswear brand had held since 1999. The organization has been working to rebuild its image in the aftermath of the sex assault scandal. In July, Hockey Canada appointed Katherine Henderson, the former head of Curling Canada, as its new president and chief executive officer, with hopes that she will lead the transformation of the organization and ensure that hockey is a safe and inclusive sport with strong governance.
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