Hockey Canada loses Canadian Tire sponsorship



Canadian Tire Corp. has ended its partnership with Hockey Canada because the fallout from the sporting group’s dealing with of alleged sexual assaults grows.

The retailer joins a listing of top-tier sponsors together with Telus Corp., Scotiabank, Tim Hortons and Chevrolet Canada which have pulled their backing of hockey’s nationwide governing physique.

But whereas different company sponsors have paused help, Canadian Tire seems to be completely severing its ties with Hockey Canada.

“Hockey Canada continues to withstand significant change and we are able to not confidently transfer ahead collectively,” Canadian Tire senior vice-president of communications Jane Shaw mentioned in a press release on Thursday.

Canadian Tire will redirect its help to hockey-related organizations that higher align with the corporate’s values, she mentioned.

“We’re dedicated to supporting hockey and sport that’s inclusive and secure for all Canadians,” Shaw mentioned.

The Respect Group, which is concentrated on stopping bullying, abuse, harassment and discrimination, is one among many organizations the place funds might be diverted, she mentioned.

The transfer comes as Hockey Canada continues to defend its management and the best way cash was paid out in lawsuits involving allegations of group sexual assaults.

In the meantime, Telus mentioned it is not going to be sponsoring Hockey Canada’s males’s hockey applications for the 2022-23 season, together with the upcoming World Juniors match.

“We’re deeply disheartened by the dearth of motion and dedication from Hockey Canada to drive crucial cultural change,” the corporate mentioned. “We stay passionate followers and supporters of the game of hockey and stand dedicated to enabling systemic change to make hockey secure for all.”

Tim Hortons mentioned Wednesday it additionally will not sponsor any Hockey Canada males’s programming this season, together with the world junior males’s championship in Halifax and Moncton.

Scotiabank mentioned its determination to pause help for males’s hockey at Hockey Canada, first introduced in June, will stay in impact all through the whole 2022-2023 season.

“In our open letter in June, we publicly referred to as on Hockey Canada to carry the sport to a better normal and we’re disillusioned with the dearth of progress thus far,” the financial institution mentioned in a press release.

“From Hockey Canada, we anticipate a tangible dedication to transparency with Canadians, sturdy management, accountability with their stakeholders and the hockey group, and improved security each on and off the ice. In the end our place hasn’t wavered: the time for change is lengthy overdue.”

Chevrolet Canada paused its sponsorship of Hockey Canada in June. The corporate confirmed on Thursday that the suspension stays in impact.

“We search extra readability on what particular steps the group has and can take following the alleged incidents of abuse,” Chevrolet’s mum or dad firm Normal Motors mentioned in a press release.

“We at GM haven’t any tolerance for abuse of any type and want to see Hockey Canada return to setting a optimistic instance for all Canadians in all it does.”

In the meantime, two provincial hockey organizations have additionally disavowed Hockey Canada’s dealing with of sexual assault allegations.

Hockey Quebec mentioned this week it has misplaced confidence in Hockey Canada and won’t switch funds to the nationwide group.

The Ontario Hockey Federation, the most important of Canada’s 13 provincial and territorial hockey associations, has additionally requested Hockey Canada a second time to not gather the $3 participant evaluation price from its members for the 2022-23 season.

This report by The Canadian Press was first printed Oct. 6, 2022.


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