Hockey Canada: Rebuilding Amidst Scandals and Sponsorship Withdrawals
In response to recent scandals, the Hockey Canada organization has undergone a significant transformation.
As the investigation into the 2018 World Juniors scandal awaits results, sponsors are steadily retracting their support.
According to a report by Susan Krashinsky-Robertson from the Globe and Mail, Nike has permanently terminated its sponsorship following a temporary suspension.
Anticipating distressing investigation outcomes, other sponsors like Esso, Telus, and Tim Hortons are likely to follow Nike's lead.
Despite changes in leadership, Hockey Canada is confronted with a enduring crisis of public perception.
The organization's noble mission to foster the sport and enhance accessibility for Canadian children is overshadowed by a history marred by scandals, misogyny, cover-ups, and a persisting old boys' club mentality.
Reestablishing trust and reaffirming their core values will be an ongoing and formidable undertaking for Hockey Canada.