Is it game over for the Hockey Canada brand? Maybe, say ad experts

As corporate after corporate has cancelled sponsorships with Hockey Canada over its mishandling of gangrape allegations and tens of millions in payouts to complainants with sexual misconduct claims, communications experts aren’t certain the group can ever get better with advertisers. 

“This is probably a textbook case of the worst brand crisis that an organization could be in,” stated Prof. Ann Pegoraro, the Lang Chair in Sport Management at the University of Guelph.   

On Thursday, after weeks of controversy right through which sponsors quickly paused reinforce, Hockey Canada was once battered through big-name manufacturers absolutely retreating of offers with the group.

Canadian Tire introduced it is completely finishing its partnership, whilst the telecom large Telus, grocery chain Sobeys and meals supply app Skip the Dishes additionally pulled the plug on components in their reinforce. 

In fresh days, Tim Horton’s, Scotiabank, and Esso guardian corporate Imperial Oil have additionally minimize ties with Hockey Canada.

Meanwhile, the federal executive has ratcheted up grievance of the group, whilst Hockey Quebec stated it will now not switch budget to the nationwide frame.   

The injury to the emblem is including up so rapid that Pegoraro wonders if the very call Hockey Canada may just quickly be too poisonous to be rehabilitated with sponsors.

“I think they have limited time left that they could salvage it and by limited time I mean, days at best, if they don’t make wholesale changes.” 

WATCH | Canadians ‘have misplaced religion’ in Hockey Canada: Trudeau 

Trudeau, sport minister call for Hockey Canada leadership change

Prime Minister Justin Trudeau and Minister of Sport Pascale St-Onge have thrown their support behind Hockey Québec’s decision to cut ties with Hockey Canada following new allegations against the sporting body.

Ticking clock 

Pegoraro believes Hockey Canada’s name could still be a positive association for sponsors if it acts fast. 

But, she says, because it hasn’t installed new leadership and offered what she sees as a true apology, “they are nonetheless sliding down.” 

Megan Matthews, a communications strategist and co-founder of Toronto based Instinct Brand Equity, says Hockey Canada ‘digging their heels in’ is adding to the reputational damage. (Submitted by Megan Matthews )

Megan Matthews, a communications strategist and co-founder of Instinct Brand Equity in Toronto says Hockey Canada can’t rehab their brand by resisting change. 

“They’re digging their heels in, in some way that is virtually reinforcing the tradition this is effervescent up right here. Not having a look at a management trade, now not having a look at an inner overview that they are going to post the result of,” she said.

“I feel that they’re lacking their window of alternative.”

This week, interim board chair Andrea Skinner said Hockey Canada won’t be making changes to its management, and told a parliamentary committee that the organization has an “very good recognition.”

Brian Levine, the president of Envision Sports & Entertainment, a Toronto communications agency that works with elite athletes, companies, and charities, said the clock is ticking on a comeback for the Hockey Canada name. 

And not just with past sponsors but future supporters as well.

“I will be able to’t believe any person short of to begin a courting with Hockey Canada. So that is the place without a doubt there may be been some critical injury executed.”   

Brian Levine of the communication firm Envision Sports & Entertainment works with elite athletes, companies, and charities. He says he ‘can’t imagine anyone wanting to start a relationship with Hockey Canada.’ (Submitted by Brian Levine)

The values factor 

Levine, Matthews and Pegoraro all said that Hockey Canada’s sponsors are  responding to consumer pressure as customers show an increasing interest in aligning themselves with companies they feel share or promote their values.

“Consumers in this day and age are truly fascinated by moral manufacturers in manufacturers which can be significant of their neighborhood and that resonate with them,” explained Pegoraro.

David Chong has worked with both Canadian Tire and Scotiabank on marketing projects in the past. 

The managing director of MKTG Canada, a Toronto company that specializes in sponsorship, says the big brands had practically no choice but to cut ties with Hockey Canada.     

“To do not anything on this regard is nearly complicit,” he said. “It’s virtually like announcing we settle for what they did is OK and we are going to proceed to fund them.

Potential fallout for the complete game 

Levine says that whilst corporations that make hockey apparatus or sports activities will stick to the game, the injury associated with Hockey Canada may just have an effect on advertising for the complete game. 

With banks or telcos or automotive corporations he wonders: “Do they say, well, there’s another sport in Canada that’s on the rise called soccer, right?”

He says any corporate having a look at an endorsement care for a male hockey participant will vet the athlete extra moderately than ever.   

“That scrutiny is going to be challenging for agents representing male hockey players, for sure.”

Pegoraro, alternatively, believes the draw of hockey is simply too tough for many advertisers to withstand however is of the same opinion the panorama has modified for sponsorships and endorsements with male gamers.

“I would hope it’s changed for the positive for women and for our para athletes so they are seen as the places to go.” 

WATCH |Top sponsors minimize ties with Hockey Canada: 

Telus joins Tim Hortons, Scotiabank in cutting sponsorship of Hockey Canada

Telus says it will no longer fund Hockey Canada’s men’s program for the upcoming season, including the world junior hockey championship in Halifax and Moncton. Sponsors Tim Hortons and Scotiabank have made similar announcements.

Sponsors will have new power

Pegoraro says Hockey Canada has made many mistakes in handling the allegations and complaints about junior hockey players and failing women. 

She also says they made a huge miscalculation in not protecting their sponsors.

“This isn’t what a spouse does, if in case you have this sort of a courting the place we’ve got tens of millions of bucks, exchanging fingers.”

Matthews says whether Hockey Canada is overhauled and saves its name or a new body is created with a new name, sponsors will have a greater level of influence going forward then ever before.

“I feel that if a emblem was once courageous sufficient to place their fingers up and say, ‘Let us assist you to, allow us to assist repair this,’ then Hockey Canada must do the whole thing they say.

“They’re going to have a real trouble with sponsorship for many years to come.” 


Leave a Comment