Stephen: Hockey Canada, mired in controversy, lose sponsorships, gain ire of PM

Earlier this year, Hockey Canada came under fire for its handling of sexual assault allegations and settlements, including potential misappropriating of funds paid by minor hockey associations across the country, and now, the organization is hemorrhaging support on the national level. Earlier today, Prime Minister Justin Trudeau suggested that officials at the organization could be replaced, or that a new organization could be founded altogether, citing a lack of confidence due to the scandals.

Hockey Quebec has said they will no longer transfer funds to Hockey Canada for minor hockey players in the province, citing a lack of confidence in the association’s ability to change hockey culture. Likewise, the Ontario Hockey Federation has requested Hockey Canada not collect funds from its members for this season. Hockey NL joins provincial hockey associations in B.C., Alberta, Saskatchewan and Manitoba in continuing to monitor the situation. Executive director Craig Tulk said in a statement

Hockey NL, on behalf of our dedicated volunteers, officials, coaches, players, and the entirety of their families, continues to monitor and evaluate the developments in hockey across Canada. The review and institution of meaningful change in our sport, and its governance, is at the forefront of our thoughts as we work towards a more transparent, collaborative, and safe future for all involved in our game.

Hockey NL believes in safe, fun, and inclusive hockey experiences. We continue to participate with our colleagues across Canada in the Governance Review led by the Honourable Thomas Cromwell. The decisions and communications of all of our member colleagues are also being monitored. As a group, Hockey NL has been proud to be a leader for inclusion with the implementation of our LGBTQ2+ policy and our recent launch of a Sexual Violence Prevention Program for our members. These programs demonstrate the position of Hockey NL as being committed to playing an active role in instituting meaningful change for our game and its members. Hockey NL believes in accountability, transparency, and responsible governance for all of our members and will be working to ensure the high standards we believe in are present within our game

Over the course of this week, major sponsors of Hockey Canada have announced that they were pulling their support.  Both Scotiabank and Tim Horton’s announced on Wednesday that they would continue boycotts of support for Hockey Canada. These boycotts include the 2022-23 World Juniors tournament. Tim Horton’s will, however, continue to fund youth hockey, women’s hockey, and para-hockey programs. Telus has also announced it is suspending its support for Hockey Canada.

Canadian Tire, one of Hockey Canada’s “international level sponsors”, announced the permanent end of its sponsorship of Hockey Canada on Thursday, citing the fact that Hockey Canada “continues to resist meaningful change” as the termination of the relationship. Canadian Tire told Rick Westhead of TSN that they will instead direct funding to ex-player and sexual assault survivor Sheldon Kennedy’s Respect Group.

New: Canadian Tire is permanently ending its relationship with Hockey Canada, in what is the most significant corporate response so far in HC’s expanding scandal.
CT, one of HC’s “international” level corporate partners, told me HC “continues to resist meaningful change…”

— Rick Westhead (@rwesthead) October 6, 2022

Chevrolet Canada, Sobeys, and Skip the Dishes also ended their partnerships with Hockey Canada on Thursday.

Hockey Canada’s governance continues to defend its handling of the sexual assault allegations, releasing a statement in August  explaining how they addressed allegations of incidents in 2003 and 2018 and handling of money in the National Equity Fund in relation to these settlements.