By Canadian Press

Rebuilding trust with sponsors will be next challenge for Hockey Canada

Apr 19, 2023 | 10:44 AM

Hockey Canada’s biggest upcoming challenge could be rebuilding the trust it once had with sponsors, suggested a marketing expert.

The national sporting body had its federal funding restored by Canadian sport minister Pascale St-Onge on Sunday after meeting the conditions it needed to.

Hockey Canada first saw its funding shut off by the federal government, while a number of sponsors have pulled dollars since last May, when it was revealed a woman alleged she was sexually assaulted by eight players — including members of the 2018 world junior team — following a foundation gala in London, Ont. in June 2018.

With another investigation into group sexual assault allegations involving members of the 2003 world junior team, the organization was reported last year to have lost $23.5 million in sponsorships, between those that suspended or cancelled completely.

Toronto Metropolitan University marketing management professor Dr. Joanne McNeish told The Canadian Press that the organization is in a “poor negotiating position.”

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Scotiabank, Canadian Tire, Nike, and Tim Hortons have yet to respond for comment on whether they will follow Ottawa’s lead and resume their partnerships with Hockey Canada.

This report by The Canadian Press was first published April 19, 2023.

The Canadian Press