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Nike and Hockey Canada Part Ways

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After pausing its sponsorship deal last year with Canada’s governing hockey body amid heavy criticism of the organization’s handling of sexual assault allegations involving members of its 2018 World Junior team and settlement payouts, Nike has officially ended its sponsorship of Hockey Canada.

“Nike is no longer a sponsor of Hockey Canada,” Nike said in a clearly worded statement earlier this month. “We will continue to provide on-ice products for Hockey Canada athletes as part of our partnership with the International Ice Hockey Federation, but our individual partnership with the Federation has ended.”

According to a report in Canada’s Globe and Mail, Nike’s decision comes almost two weeks after Bauer reinstated its partnership with Hockey Canada after hiring former Curling Canada CEO Katherine Henderson as Hockey Canada’s president and CEO.

Hockey Canada said in a statement that it appreciates its relationship with Nike over the past two decades and respects the apparel company’s decision to discontinue the partnership.

Nike, one of Hockey Canada’s “premier marketing partners,” had sponsored the organization since 1999. Premier partners Esso, Telus and Tim Hortons also withdrew support for Hockey Canada’s men’s programs for the 2022/23 season last fall.