Massive Setback for Canadian Hockey Team After Apparel Giant and Sponsor Nike Announces Bad News

Published 07/18/2023, 3:29 PM EDT

In a significant development within the world of sports sponsorship, Nike has declared its intention to permanently end its partnership with Hockey Canada.

The news has shocked the hockey world, prompting concerns about the sport’s future connection with the major apparel company and the effects on Hockey Canada’s programs.

Why did Nike terminate the deal?

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The sportswear giant ended a two decade long partnership with the organization.

Because of harsh criticism of Hockey Canada’s treatment of sexual assault complaints and settlement payments, the sports clothing company was one of several significant partners that halted its sponsorship agreement with Canada’s national hockey federation in 2022.

“Nike is no longer a sponsor of Hockey Canada,”

“We will continue to provide on-ice product for Hockey Canada athletes as part of our partnership with the International Ice Hockey Federation, but our individual partnership with the federation has ended,” they said in a press statement.

The organization has been in the midst of a controversy over the past year for the handling of a $3.5 million lawsuit.

Last year, a young woman made a statement claiming that 8 players sexually assaulted her at a 2018 Hockey Canada gala in London, Ontario. In February 2019, the case was closed after an eight-month investigation, with no charges pressed. However, the London Police Service has resumed its investigation due to significant public interest.

According to court, documents that were previously sealed but have now been made public, the London police have accused five world junior players of sexual assault.

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Systemic inadequacies prove fatal for Hockey Canada

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During the course of the controversy, the investigations revealed that since 1989, the organization has secretly compensated 21 complainants $8.9 million from the national equity fund created by players’ registration fees.

Following months of public scrutiny, demands for a leadership change from lawmakers of all stripes and the minister of sport, Hockey Canada’s entire board of directors and CEO resigned last autumn. In the woman’s statement, she accused the organization of turning a blind eye to the glaring issues. Systemic abuse and the failure of condoning a “culture and environment that glorified the degradation and sexual exploitation of young women.”

In an email statement to the media, it said “Hockey Canada is appreciative of the longstanding partnership we had with Nike for over two decades and respects their decision not to continue as a Hockey Canada partner,”

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Although the claims made by the woman are yet to be proven in court, the domino effect, the statements and departure of big companies is a major blot for them. The end of such a long-standing collaboration highlights how the world of sports sponsorship is changing. It serves as a reminder that, in order to ensure the viability and success of their programs, organizations must adapt to shifting dynamics and be sensitive.

Watch this story – Mind-Blowing: NBA Legend’s Jaw Dropping Nike Revenue Revealed, While Dodgers Mega Star Shocks the World With Stunning New Purchase

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Written by:

Allen David James is a writer covering viral sports moments at EssentiallySports. A Mass Communication graduate, specialized in Journalism, his love and passion for the game of cricket has led him to different junctures in life and brought out immense emotion and drive for a mildly calm individual. Apart from cricket, singing and playing badminton are two activities that help him break away from the pressures of work and deadlines! Here he is now, a content writer, creator and broadcaster, trying to make his way in this wonderful world of sports, where tough never rest!

Edited by:

Priyadarshini Ajay

Massive Setback for Canadian Hockey Team After Apparel Giant and Sponsor Nike Announces Bad News

Why did Nike terminate the deal?

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