EXPERT ADVISORY: July 18 2023 – R0059
Nike’s decision to permanently end its sponsorship with Hockey Canada’s men’s program in the wake of several sexual assault scandals within the organization is a necessary part of the rebuilding process, says a Brock University expert.
Assistant Professor of Sport Management Taylor McKee says the relationships between sponsors and sports organizations are incredibly fragile.
“They exist only so long as the sponsor sees tangible benefit from the relationship or, alternatively, as long as the sponsor’s money is not seen as a liability for the sports organization,” he says. “In the case of Nike and Hockey Canada, both tests have now been failed.”
While sponsors have made it clear their support is contingent on Hockey Canada conducting themselves with transparency and accountability, McKee says Nike’s relationship to Hockey Canada is “distinctly different than traditional expectations regarding professionalism,” given the Globe and Mail’s December 2022 reporting that in 2018 a Nike Canada employee was buying alcohol for Hockey Canada players prior to the alleged sexual assault.
“Nike deciding to end their Hockey Canada partnership is likely a positive development for both parties, though it would be foolish to understate the financial hit that Hockey Canada will receive in the interim,” he says.
McKee believes the impact of the decision will be grave for the short-term financial future of Hockey Canada. However, he believes there are more important factors to consider, in terms of future sponsorships and the organization’s reputation.
“If Hockey Canada looks to rebuild its image, it is perhaps wise to leave Nike behind, especially given that Nike is currently under investigation by Canadian Ombudsperson for Responsible Enterprise (CORE) for benefitting from forced labour,” he says. “Hockey Canada will find a new sponsor, sell new jerseys and elect new leadership, but more difficult obstacles still await them in their journey to rebuild public trust.”
McKee says the most important factor that must still be addressed is whether Hockey Canada committed to transparency, accountability and submitting to oversight from regulators.
“The answer to this question will dictate the nature of not only future relationships with sponsors and donors, but also to the connection felt between Canadians and their national teams,” he says.
Brock University Assistant Professor of Sport Management Taylor McKee is available for media interviews on the topic.
For more information or for assistance arranging interviews:
* Doug Hunt, Communications and Media Relations Specialist, Brock University dhunt2@brocku.ca or 905-941-6209
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