Nike ends its alliance with Hockey Canada

Nike decided to end its sponsor assistance with Hockey Canada.

Amid sexual assault scandals, Nike has ended it’s partnership with Hockey Canada’s men’s program. pic.twitter.com/1Kvjm5Vj8y

— TSN (@TSN_Sports) July 17, 2023

The sports apparel giant was 1 of several sponsors that paused its cooperation deal with Hockey Canada last year after heavy criticism of the Canadian hockey body’s handling of sexual assault allegations and money paid in settlements.

Nike’s decision comes almost 14 days after Bauer reinstated its alliance with the hockey organization of Canada after they hired Curling Canada CEO Katherine Henderson as the new CEO and president of the body.

Hockey Canada shares that they valued the cooperation that they had with Nike for almost 25 years and understood the sports apparel giant decision to end the partnership.

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Besides hiring Henderson as the new CEO, Hockey Canada made other changes to the organization in an attempt to restore its authority.

The Hockey Canada board of directors resigned last year, as did the interim chair, Andrea Skinner. Scott Smith also left his roles as president and chief executive officer.

After 25 years, Nike has ended its relationship with Hockey Canada in the wake of a sexual assault scandal.

Other major sponsors Esso, Tim Hortons and Telus have paused their sponsorship in 2022 pic.twitter.com/6Y8VxaB0qt

— Sportico (@Sportico) July 17, 2023