Another major sponsor pulls funding from Hockey Canada

UPDATE: In addition to the news this morning that both Telus and Tim Hortons have pulled their sponsorship dollars from Hockey Canada, giant Canadian retailer Canadian Tire has also announced today that it is ending its relationship with Hockey Canada.

By my count that leaves just Nike, TSN, Chevrolet and a few smaller corporate sponsors left. Esso, Telus, Tim Hortons, Tim Hortons and Scotiabank have all pulled their funding.

For our earlier report on this developing story, read below.

Early this morning two major Hockey Canada sponsors Telus and Tim Hortons both announced that they are pulling their sponsorship dollars from Hockey Canada in the wake of recent sexual assault allegations and, perhaps more accurately, the way in which Hockey Canada has handled these allegations.

TSN's Rick Westhead, the person at the forefront of reporting on this story, with more on Telus and Tim Hortons:

Telus, one of Hockey Canada's "premier" corporate partners, will not sponsor HC men's programs for the 2022-23 season, including World Juniors.
Telus told me it is "deeply disheartened by the lack of action and commitment from Hockey Canada to drive necessary cultural change."

- Rick Westhead

We've communicated to Hockey Canada on many occasions that the organization needs to take strong and definitive action before it can regain the faith and trust of Canadians. We're deeply disappointed in the lack of progress that Hockey Canada has made to date. We officially informed Hockey Canada this week that we have pulled out of all men's hockey programming for the 2022-23 season including the men's world junior championships. We continue to fund Canada's women's and para hockey teams, as well as youth hockey.

- Tim Hortons spokesperson

Honestly... I think this is the only way to bring about real change. It's clear that Hockey Canada simply doesn't care about the will of the masses, so maybe hitting them in the pocket book will actually bring about real change. 

The fact that HC's executive staff haven't resigned yet is frankly mind-boggling. To sit in front of Parliament and state that you have full confidence in this staff's ability to correct its own errors is the height of arrogance and entitlement. No, you fucked up. Big time. You don't get an opportunity to make things better. You need to go away. Period.

Frankly, I'm wondering what's at stake for these staff members? I know that there's an upcoming board election for HC in the coming months, which leaves me wondering if there's some sort of financial incentive waiting for them if they finish out their terms. That's not me reporting anything, it's purely speculation. I just know that often when things don't make sense, you need to follow the dollars and cents to uncover the true answers.