OTTAWA – Nike has officially announced the permanent termination of its sponsorship agreement with Hockey Canada. This decision comes after the company had initially suspended its support for the hockey organization due to criticism regarding its handling of sexual assault allegations and the use of funds for settlements related to these claims.
In a statement provided to CTV News on Monday, Nike stated, “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.”
Last year, Nike joined other sponsors including Tim Hortons, Bank of Nova Scotia, Chevrolet Canada, and Telus in temporarily suspending its sponsorship. This action was taken after Hockey Canada acknowledged using a reserve fund to settle multiple sexual assault claims, including a notable $3.55-million settlement involving a woman and eight members of the Canadian junior hockey team back in 2018.
Hockey Canada responded to Nike’s decision in a statement released by a spokesperson, expressing appreciation for the longstanding partnership with Nike over the past two decades and respecting the company’s choice to discontinue its partnership.
During a federal committee hearing last year, several leaders within Hockey Canada were questioned regarding the organization’s actions. Initially, they disregarded the federal government’s calls for the resignation of the board and CEO.
At the time, Nike had stated that it would closely monitor the situation and await further information on the actions taken by Hockey Canada to create a safe environment for all athletes. The exact date of the sponsorship termination was not disclosed by Hockey Canada.
Bauer, Hockey Canada’s primary equipment provider, had also suspended its sponsorship in October last year. However, they recently announced that they would reinstate their funding after Hockey Canada appointed Katherine Henderson as the new CEO. Henderson, who previously served as head of Curling Canada for seven years, received approval from Bauer to resume their partnership.
Mary-Kay Messier, Vice President of Global Marketing at Bauer Hockey, emphasized the importance of supporting Hockey Canada and holding the organization accountable for implementing a new vision that reflects the diverse Canadian communities and ensures inclusive experiences for all participants.
Hockey Canada made significant changes by electing new board members in December and committing to implementing recommendations from former Supreme Court Justice Thomas Cromwell’s governance review of the organization.
In April, the federal government reinstated its funding to Hockey Canada, with Sports Minister Pascale St-Onge requesting regular progress reports from the organization.
Other companies that decided to permanently sever ties with Hockey Canada last year include Empire Co Ltd., the parent company of Sobey’s, and Canadian Tire.