Marketing and Sponsorship

Tim Hortons, Imperial Oil pause sponsorships amid Hockey Canada scandal

Tim Hortons and Imperial Oil have "joined a growing list of corporations to pull sponsorship dollars in the wake of Hockey Canada's handling of an alleged sexual assault and out-of-court settlement," according to Joshua Clipperton of the CP. Tim Hortons yesterday said that it is "'suspending support' for the upcoming men’s world junior hockey championship this summer" in Edmonton as the restaurant chain "awaits details on how the national federation intends to take 'strong and definitive action' following the 'deeply concerning allegations.'" Imperial Oil, which is the head sponsor of the Canadian national women’s under-18 hockey club championship under its Esso brand, also said that it is "withdrawing support from the world junior championship while continuing to sponsor youth and women’s programs." The energy company "took a more definitive step" yesterday, a day after releasing a statement saying it was “concerned by the recent allegations.” These moves come after Scotiabank, Canadian Tire and Telus all "paused Hockey Canada sponsorships Tuesday until the companies are confident the right steps are being taken to improve the sport’s culture." Business development and partnerships have "previously made up 43 per cent of Hockey Canada’s coffers," according to the organization’s most recent numbers. The Canadian government also "froze Hockey Canada’s public funding last week" (CP, 6/29).

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