What the end of Nike's sponsorship means for Hockey Canada

• Nike originally paused the relationship in October 2022, but now has permanently ceased it after nearly 25 years of working with Hockey Canada.
• It joins a host of other sponsors that have also paused their support for Hockey Canada, including Telus, Tim Hortons, Bauer Hockey, Canadian Tire, Scotiabank, Esso and Sobeys.
• The unique relationship between the two parties has additional complexities that make the end of this sponsorship especially notable.

A mutually beneficial departure?

• Even though Nike is the one that ended its partnership with Hockey Canada, the decision could be a positive development for both parties.
• In 2018, the Globe and Mail reported that a Nike Canada employee bought alcohol for Hockey Canada players prior to the alleged sexual assault in 2018.
• In addition, Nike Canada is currently under investigation for the potential use of forced Uyghur labour in China.

Nike’s foray into hockey

• Additionally, Nike ventured beyond uniform production into the business of hockey equipment at the end of the last century.
• In 1994, Nike purchased Canadian hockey equipment manufacturer Bauer for $395 million and began its aggressive expansion into the hockey landscape.
• For this reason, Nike’s decision to end their partnership with Hockey Canada could be reflective of their broader strategy to leave the hockey marketplace, as much as an ethical statement on the organization or its current state.

Hockey Canada’s future

• While the impact of this decision appears to have grave short-term financial consequences for Hockey Canada, it’s important to consider the scale of Hockey Canada’s cash reserves.
• However, the numbers from Hockey Canada have so far indicated that bankruptcy will not be imminent following Nike’s decision.
• The answer to this question will not only dictate the nature of future relationships between Hockey Canada and its sponsors or donors, but the connection felt between Canadians and their national teams.