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Tim Hortons removes Hockey Canada sponsorship for men's 2022-23 season

Tim Hortons announced in July 2022 that it would suspend support for the upcoming men’s World Junior Championships as it waited for Hockey Canada to change “the culture of hockey to make it safer and more inclusive for all, on and off the ice.”
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Tim Hortons has informed Hockey Canada of its intentions to revoke sponsorship for the men’s 2022-23 season, including the upcoming World Junior Championships.

A spokesperson confirmed on Wednesday, Oct. 5 that Tim Hortons would continue to fund Canada’s women’s and Paralympic and youth hockey teams.

“We’ve communicated to Hockey Canada on many occasions that the organization needs to take strong and definitive action before it can regain the faith and trust of Canadians,” said Michael Oliveira, Tim Hortons’ director of communications.

“We’re deeply disappointed in the lack of progress that Hockey Canada has made to date. We officially informed Hockey Canada this week that we have pulled out of all men’s hockey programming for the 2022-23 season, including the men’s world junior championships.”

Tim Hortons announced in July 2022 that it would suspend support for the upcoming men’s World Junior Championships as it waited for Hockey Canada to change “the culture of hockey to make it safer and more inclusive for all, on and off the ice.”

Scotiabank also announced it would pause sponsorship of Hockey Canada until the financial institution is confident the proper steps are taken to improve the culture within the sport.

Retail giant Canadian Tire and telecommunications company Telus followed suit later in the day, withdrawing support from the pandemic-delayed world junior hockey championship in August.

The 2022-23 World Junior Championships will be played in Halifax, Nova Scotia and Moncton.

The decision comes amidst a tumultuous investigation into Hockey Canada over the organization’s handling of sexual assault allegations, stemming from a settlement in May 2022 of alleged abuses by members of Canada’s junior team in 2018.

On Oct. 5  Hockey Quebec said it had lost confidence in Hockey Canada and would not transfer funds to the national organization.

The Ontario Hockey Federation (OHF), the largest of Canada’s 13 provincial and territorial hockey federations, re-sent a formal request to Hockey Canada not to collect the $3 participant assessment fee from its members for the 2022-23 season.

Hockey Canada has vigorously defended its leadership amid criticism over handling alleged sexual assaults and how money was paid out in lawsuits. Since Hockey Canada’s settlement became public in the spring of 2022, Halifax police were asked to investigate an alleged sexual assault by members of the 2003 junior men’s team.

With files from The Canadian Press. 

 

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