Canadian Tire Permanently Ends Partnership with Hockey Canada – TSN.ca

Canadian Tire, one of Hockey Canada’s “international” corporate partners, has decided to permanently terminate its relationship with Hockey Canada, adding further pressure on the organization’s other sponsors and licensees to respond to a growing scandal.

Several of Hockey Canada’s biggest sponsors said Wednesday they would pause their marketing of Hockey Canada’s men’s hockey program for the 2022-23 season, including the World Juniors tournament, but Canadian Tire’s decision goes further.

Canadian Tire took the step Thursday to end its partnership with Hockey Canada entirely.

“After careful consideration, Canadian Tire Corporation has made the decision to end its partnership with Hockey Canada,” Canadian Tire told TSN Senior Correspondent Rick Westhead in a statement Thursday. “In our view, Hockey Canada continues to resist meaningful change and we can no longer confidently move forward together. CTC is proud of our commitment to the sport and will continue to invest in our beloved national football by redirecting support to hockey-related organizations that are more aligned with our values. The Respect Group, which focuses on preventing bullying, abuse, harassment and discrimination, is one of many organizations where funds are being diverted. We are committed to supporting hockey and sports that are inclusive and safe for all Canadians.”

Telus Corp., Scotiabank and Tim Hortons have also denounced the national governing body’s continued resistance to change, extending decisions to suspend their support of men’s hockey until the upcoming season, including the upcoming World Juniors tournament.

The decisions come as Hockey Canada continues to defend its leadership and the way money has been paid out in court cases involving allegations of group sexual assault.

Telus said it was “deeply discouraged” by the sport’s governing body’s lack of action and commitment to driving the necessary cultural change.

The company said it remains “committed to enabling systemic change to make hockey safe for all.”

Telus’ decision follows similar announcements by Tim Hortons and Scotiabank.

The coffee shop chain announced Wednesday that it also will not be sponsoring any men’s Hockey Canada program this season, including the Men’s World Junior Championships in Halifax and Moncton.

Scotiabank said the sponsorship hiatus of its support for men’s hockey with Hockey Canada, first announced in June, will remain in effect throughout the 2022-2023 season.

“In our open letter in June, we publicly called on Hockey Canada to keep the game at a higher level and we are disappointed with the lack of progress to date,” the bank said in a statement.

“From Hockey Canada, we expect a tangible commitment to transparency with Canadians, strong leadership, accountability to their stakeholders and the hockey community, and improved safety on and off the ice. Ultimately, our position has not wavered: the time for change is long overdue.”

Meanwhile, two provincial hockey organizations have also denied Hockey Canada’s handling of allegations of sexual assault.

Hockey Quebec said this week it has lost confidence in Hockey Canada and will not transfer funds to the national organization.

The Ontario Hockey Federation, the largest of Canada’s 13 provincial and territorial hockey associations, has also asked Hockey Canada a second time not to collect the $3 participant evaluation fee from its members for the 2022-23 season.

This report from The Canadian Press was first published on October 6, 2022.

Companies in this story: (TSX:T, TSX:QSR, TSX:BNS)