Canadian Tire fully ends Hockey Canada sponsorship

The string of sponsorship blows continues.

The Canadian Tire Corp. announced on Thursday that the company has fully ended all funding for all Hockey Canada national teams.

Many of Hockey Canada’s top sponsors – including Telus, Tim Hortons and Scotiabank – have suspended funding for Canada’s men’s teams for the time being, while still supporting the women’s and para hockey teams. Canadian Tire is the first to publicly back out from all funding entirely.

“In our view, Hockey Canada continues to resist meaningful change and we can no longer confidently move forward together,” a representative from Canadian Tire told TSN senior correspondent Rick Westhead. “CTC is proud of our commitment to sport and will continue to invest in our beloved national game by re-directing support to hockey-related organizations that better align with our values. The Respect Group, which is focused on preventing bullying, abuse, harassment and discrimination, is one of many organizations where funds will be diverted. We are committed to supporting hockey and sport that is inclusive and safe for all Canadians.”

The Respect Group is run by former NHL forward Sheldon Kennedy. Kennedy has previously called for resignations of top Hockey Canada officials in the midst of its support for CEO Scott Smith.

The rash of sponsorship changes comes as Hockey Canada has continued to defend its leadership core amid criticism over how the organization has handled sexual assault claims.

Earlier this week, Hockey Quebec said it will no longer transfer funds to Hockey Canada. At the same time, the Ontario Hockey Federation has asked for its fees to not be collected by the national organization.