Hockey Canada Facing Financial Woes As Backlash Grows

Summary

• Hockey Canada continues to face consequences over its sexual assault mishandling allegations
• Provincial associations have decided to withdraw their support
• Multiple sponsors are also contemplating dropping Hockey Canada

Provincial sports associations Hockey Quebec and the Ontario Hockey Federation (OHF) have decided to stop supporting Hockey Canada over its improper handling of sexual assault claims. Prime Minister Justin Trudeau has also criticized the federation for its conduct, along with several parliamentarians.

Decision to Impact Hockey Canada’s Revenue

The move will impact Hockey Canada’s revenue significantly. The federation earns $900,000 from player registrations, including $261,000 from Hockey Quebec and $640,000 from the OHF. According to Hockey Quebec CEO Jocelyn Thibault, the body withdrew its support without consulting its provincial branches. Hockey Quebec also refused to support Hockey Canada’s remedial action plan due to lacking faith in its leadership abilities. 

Earlier this week, Hockey Quebec expressed its decision to withhold the $3 general registration fees collected from players. The OHF said that it did not wish to collect the fee. OHF director Phillip McKee revealed that Hockey Canada was informed about the OHF’s decision to withhold the fee in July. The matter was not communicated further by the federation’s erstwhile board chair, Michael Brind’Amour, despite his confirmation. The executive stepped back from his post later in August, after public outcry about the scandal intensified.

For those not familiar with the situation, Hockey Canada is facing a backlash due to its cover up of sexual allegations. A woman had alleged junior men’s team players of sexually assaulting her in 2018. Hockey Canada was accused of using federal money to quell the allegations, besides treating them improperly. 

A Canadian Heritage standing committee hearing on October 4 grilled the federation for its inconsistent statements and lack of transparency. Brind’Amour and interim chair Andrea Skinner alleged that the criticism was unfair and jumped to the body’s defense. P.M. Justin Trudeau commented that Hockey Canada’s irreverent attitude was an obvious reason behind associations distancing themselves from it.

Sponsors Reconsider Business Ties

The scandal also prompted Hockey Canada’s corporate partners to reconsider their business ties with the organization. Food chain Tim Hortons has withdrawn from the men’s hockey teams for the 2022-23 season. Ontario-based Janes Family Foods has also reportedly ended its partnership with the sports organization. Other partners such as Telus, Nike and Esso are yet to communicate their decision.

Hockey Canada is trying to salvage the situation and is in discussion with the sponsors, said spokesperson Jeremy Knight. Hockey Canada faced flak after the parliamentary hearing, with sports minister Pascale St-Onge declaring that the body would undergo an audit.