Nike drops Hockey Canada sponsorship

Nike drops Hockey Canada sponsorship

Nike announced on Monday that it will permanently end its sponsorship of Hockey Canada. 

Nike drops Hockey Canada sponsorship. – Nike Canada

Nike, one of Hockey Canada’s “premier marketing partners,” had sponsored the organization since 1999, but paused its sponsorship deal with the league following heavy criticism of the organization’s handling of sexual assault allegations.

“Nike is no longer a sponsor of Hockey Canada,” the sportswear brand said in a statement on Monday. “We will continue to provide on-ice products for Hockey Canada athletes as part of our partnership with the International Ice Hockey Federation, but our individual partnership with the Federation has ended.”

Nike was just one of the premier partners to withdraw support for Hockey Canada’s men’s programs for the 2022/23 season last fall, including Esso, Telus, Tim Hortons and more. The $3.5 million lawsuit was filed by a young woman alleging eight hockey players sexually assaulted her after a 2018 Hockey Canada gala in London, Ontario. 

Hockey Canada’s entire board of directors and CEO resigned last fall. The league has since made several changes to its team including the appointment of former Curling Canada CEO Katherine Henderson as Hockey Canada’s president and CEO.

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