Nike Ends Sponsorship with Hockey Canada
In a surprising move, Nike has decided to end its partnership with Hockey Canada. The announcement comes just two weeks after the return of Bauer as the official sponsor of the national hockey team. Hockey Canada expressed its gratitude to Nike for its support over the past two decades.
The decision to part ways with Nike comes as Hockey Canada aims to repair its tarnished reputation under the leadership of new CEO Henderson. The organization faced criticism last year for its handling of a sexual assault case involving members of the under-20 national team in 2018.
The victim, a woman who alleged that she was sexually assaulted by eight players from the gold medal-winning team at the Junior World Championships, reached a confidential settlement with Hockey Canada in May of last year. As a result of the controversy, the government suspended financial support to the sport. In June, the entire leadership of the organization, including President Scott Smith, resigned in the wake of the scandal.
Henderson, along with the new management team, will now work towards rebuilding Hockey Canada’s reputation and ensuring that such incidents are handled appropriately in the future. The return of Bauer as a sponsor is seen as a positive step in this direction.
As a result of Nike’s decision, the logo of the sportswear giant will no longer be visible on the jerseys of Canadian hockey players. The departure of Nike as a sponsor marks the end of a two-decade-long partnership between the company and Hockey Canada.
The future of Hockey Canada’s sponsorship deals remains uncertain, but the organization is determined to move forward and regain the trust of its stakeholders.
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It’s sad to see Nike end their partnership with Hockey Canada, but it’s great to see Bauer stepping back in. The sport will still be in good hands!
This is a surprising move by Nike, but it’s great to see Bauer stepping in to continue supporting Hockey Canada.