Marketing and Sponsorship

TSN, RDS retain relationship with Hockey Canada despite scandal

TSN and RDS are “holding back from joining the growing exodus of Hockey Canada promotional partners,” in the wake of revelations the organization “paid to settle allegations" of eight members of the men’s world junior team, according to Simon Houpt of the GLOBE & MAIL. They also did not “indicate any change in their plans to broadcast tournaments involving Hockey Canada,” including August’s world junior men’s championship in Edmonton. The networks own the rights to “air its marquee events until 2034.” As the national sport organization’s sponsors have “fled this week,” TSN, RDS and Nike “remain the only top-tier partners who have not declared an intention to financially punish Hockey Canada for the scandal.” Telus, Tim Hortons and Imperial Oil’s Esso brand, Hockey Canada’s other premium marketing partners, announced this week they were “pausing and re-examining their support” after the Bank of Nova Scotia "began the parade of disenchanted sponsors." Both Telus and Esso “have naming rights on championship tournaments” run 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 pause on support.” But TSN and RDS “occupy a unique role among the partners.” The networks "use their vast media infrastructure to make national events out of games” and “celebrate the heroic achievements of athletes playing under the Hockey Canada banner” (GLOBE & MAIL, 7/1).

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