Hockey Canada: Other sponsors are stepping away

Hockey Canada: Other Sponsors Step Away


The crisis in Hockey Canada is far from over as a few companies have chosen to temporarily end their association with the national federation. 

Scotiabank's decision to hold back on Tuesday was a hit. 

Indeed, TELUS, Imperial Oil (Esso) and Canadian Tire followed suit later in the day.&nbsp ;

These companies are all expecting a change of culture within the organization concerned, which struggled to answer questions during its argument before the Canadian Heritage parliamentary committee a few days ago. 

Hockey Canada is embroiled in a case of sexual assault on a woman in June 2018: the federation allegedly covered up the affair by reaching an out-of-court settlement with the alleged victim.

“We demand that Hockey Canada do better and fulfill its commitment to change the culture of silence within our national sport. It must do everything to make it more inclusive and safe for all,” said Canadian Tire in a press release, while deploring the lack of transparency regarding the case of aggression that occurred on the sidelines of a gala in London.


“TELUS will continue to support future women's hockey events and encourages initiatives dedicated to supporting youth in hockey,” TELUS said, adding that it will redirect funds initially allocated to the World Junior Championship to organizations that help women victims of violence.

On Tuesday, Scotiabank released a message from its President and CEO, Brian Porter, to explain his decision to put his sponsorship on hold. with Hockey Canada. 

In fact, the financial institution has also purchased advertising in certain newspapers to express its feelings.