Bell Media ‘s sports networks are very concerned about the allegations [and] support ongoing independent investigation into the matter. Ryan Remiorz / The Canadian Press
TSN and RDS are holding back from joining the growing exodus of Canada Hockey promotional partners, following revelations the organization paid to resolve allegations that eight members of the men’s world junior team are sexually assaulting a young woman after a fundraising gala in the spring of 2018.
In a statement sent to The Globe and Mail on Thursday afternoon, Bell Media’s sports networks said they were “committed to fostering a culture of sport that is equitable, inclusive and free from the threat of sexual violence.” and added that “they are extremely concerned.” for the allegations [and] to support the ongoing “independent investigation” into the matter.
The networks, however, did not indicate any change in their plans to broadcast tournaments involving Hockey Canada, including the August men’s junior world championship in Edmonton.
The important moral issue that Hockey Canada sponsors now face
A youth hockey sexual assault scandal that should hurt us all
TSN and RDS have been Hockey Canada’s official broadcast partners for a long time and own the broadcast rights to its featured events until 2034.
As the sponsors of the national sports organization have fled this week (on Thursday, Swiss Chalet and The Keg announced they would stay out during the world juniors), TSN, RDS and Nike remain the only top-level partners who do not. have stated their intention to punish Hockey Canada financially for the scandal.
Telus, Tim Hortons and Imperial Oil’s Esso brand, Hockey Canada’s other premium marketing partners, announced this week that they were stopping and re-examining their support after the Bank of Nova Scotia began the disillusioned sponsor parade on Tuesday. with an open letter urging the organization to “move forward with a sense of urgency to ensure that the game we love meets the highest standards.”
Both Telus and Esso have denomination rights to championship tournaments organized by Hockey Canada. The Centennial Cup is presented by Tim Hortons.
Accounting firm BDO Canada, Canadian Tire and Chevrolet are among other sponsors to announce a break in support.
But TSN and RDS play a unique role among partners. The networks use their extensive media infrastructure to make national events from the games and celebrate the heroic achievements of athletes playing under the Canadian Hockey flag. At the same time, its news operation has allowed journalist Rick Westhead, who has directed much of the reports on the story, to follow it. The networks’ statement, which was provided by spokesman Rob Duffy, noted that “they will continue to be leaders in providing in-depth reports on this important issue and on safety in sport. We call on Hockey Canada to be in the ‘height of a culture of respect and enact significant change’.
Hockey Canada executives say they do not know the identity of the players in the sexual assault allegations
Hockey Canada, allegations of sexual assault and culture of secrecy
Meanwhile, attention is being focused on the players of the team in question, as another member of the 2017-18 squad distanced himself on Thursday from the scandal by declaring that he was not present at the gala, which went take place in London, Ontario.
Victor Mete, an Ottawa Senators supporter and member of the gold medal-winning team, said on Twitter that he was in Jamaica with his family at the time of the incident, “and he just left. find out about the situation recently through media reports “. He added that he is “deeply concerned about reports of this incident” and, if investigators ask for his help, is willing to “cooperate fully in any way he can.”
His teammate Cale Makar had previously told reporters that investigators had interviewed him in Calgary, but that he was “not one of the boys.” [who was] part of that, and I don’t really know much about it. “
The statement of Mr. Mete arrived when sponsors continued to leave Hockey Canada. On Thursday, Recipe Unlimited, owner of Swiss Chalet and The Keg, announced it was suspending its support. “We will continue to contact Hockey Canada to describe our expectations for change and to ensure that the right steps are being taken to prepare a safer and more inclusive future for hockey in Canada,” a statement sent to The Globe.
The incident has highlighted the benefits that sponsors get from their associations with winning teams like Hockey Canada, and the influence they have in forcing change in these organizations.
Last fall, Lisa Ferkul, then director of hockey sponsorship at Scotiabank, said at a sports marketing conference that the bank’s involvement in hockey, which covers a range of programs, from grassroots participation to $ 20 million a year arena naming rights agreements, had helped build its customer base. He said the investigation indicated that consumers who know the bank’s hockey sponsorship are “3.5 times more likely than those who don’t know to consider us for their next banking need.”
Companies that have taken a break have not publicly described all the steps that would be sufficient for Hockey Canada to regain its support. But the loss is likely to sting especially, as Hockey Canada had been looking forward to the world youth in August, after the IIHF postponed the tournament since last December due to the increase in COVID- cases. 19.
This week’s series of sponsorship suspensions follows the federal government’s announcement last week that it would freeze Hockey Canada funding until the organization signs into the newly created Office of the Sports Integrity Commissioner to deal with multiple complaints of abuse and mistreatment in sport.
With a report by Susan Krashinsky Robertson
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