\u0022The loss of Hockey Canada’s sponsor support has been significant,\u0022 reads an exclusive statement to the Financial Post. Find out more.
A Canadian Tire store in Toronto.The tally of Hockey Canada’s sponsorship losses come from the organization’s Business Development & Partnerships department, which accounted for 43 per cent of Hockey Canada’s sources of funds in the 2020-2021 fiscal year,.
Last year’s annual report lists more than two dozen corporate sponsors of Hockey Canada, which also receives funding from the federal government and member fees. The organization said corporate contributions represented a higher-than-usual share in 2020-21 due to sporting activities put on hold by the COVID-19 pandemic. It was 38 per cent in 2019-20 and 36 per cent in 2018-19.
“The demands of Canadians, echoed by sponsors, for leadership change have been heeded,” Hockey Canada’s statement said.saying the bank would be pausing its sponsorship of Hockey Canada until it was “confident the right steps are being taken to improve the culture within the sport — both on and off the ice.”
Other sponsors followed with pauses and cancellations — now up to a dozen, according a list compiled by the Canadian Press on Oct. 11. Hockey Canada faced renewed criticism as recently as a month ago from sponsors as well as Prime Minister Justin Trudeau, who said that not enough was being done to address concerns.
The renewed condemnation followed an appearance by interim board chair Andrea Skinner at the standing committee on Canadian Heritage, where sheAdvertisement 5
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