Nike ended its sponsorship of Hockey Canada. Last year, Nike was one of several major partners that paused its sponsorship deal with Canada’s governing hockey body amid heavy criticism of the organization’s handling of sexual assault allegations involving members of its 2018 World Junior team and settlement payouts.
“Nike is no longer a sponsor of Hockey Canada,” Nike said in a statement issued 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.”
The Globe and Mail first reported Nike had cut ties.
Nike’s decision comes almost two weeks after Bauer reinstated its partnership with Hockey Canada after hiring former Curling Canada CEO Katherine Henderson as Hockey Canada’s president and CEO.
Hockey Canada said in a statement that it appreciates its relationship with Nike over the past two decades and respects the apparel company’s decision to discontinue the partnership.
In addition to Henderson’s appointment, Hockey Canada made several changes at the top as it tries to restore its image, including seeing its board of directors resign last October along with interim chair Andrea Skinner. President and CEO Scott Smith also left the organization.
Hockey Canada appointed a new board of directors and Hugh Fraser, a retired judge, as Board Chair. The Federation also implemented many governance changes outlined in a damning independent report.
Hockey Canada has been embroiled in controversy for over a year due to its handling of a $3.5 million lawsuit where it was accused in the statement of claim of failing to address systemic abuse in its organization and condoning a “culture and environment that glorified the degradation and sexual exploitation of young women.”
Nike, one of Hockey Canada’s “premier marketing partners,” had sponsored the organization since 1999. Premier partners Esso, Telus and Tim Hortons also withdrew support for Hockey Canada’s men’s programs for the 2022/23 season last fall.
