Scotiabank, Tim Hortons, Telus, and Canadian Tire have suspended funding for Hockey Canada following the organizationâs mishandling of sexual assault allegations against its players.
Catch-up: In May, TSN revealed that Hockey Canada had settled a lawsuit with a woman alleging eight Canadian Hockey League (CHL) playersâsome of whom were members of the 2017-18 World Junior teamârepeatedly sexually assaulted her after a Hockey Canada event in 2018.Â
- The plaintiff did not name the players in her statement but did claim that Hockey Canada was made aware of the incident and chose not to investigate further. She requested $3.55 million in damages but the final settlement amount was undisclosed. Â
The federal government has since frozen Hockey Canadaâs funding amidst concerns that government dollars were used to fund the settlement (a claim Hockey Canada denies).Â
Now big sponsors are following the governmentâs lead. Scotiabank paused all funding for Hockey Canada while Tim Hortons, Telus, and Canadian Tire pulled their support from the World Junior Championships this August in Edmonton. Â
- According to Hockey Canada, business development and partnerships account for 43% of its funding, while government money only accounts for 6%. Other partners that could potentially take action include Esso and Nike.
Whatâs next: Marketing professor Joanne McNeish told Bloomberg that losing millions âeven in the short termâ will result in a âshock effectâ that will seriously hurt the organization. As of right now, Canada will still compete in the World Juniorâs as planned, just donât expect to see many big-brand logos anywhere.Â