In addition to pulling out as equipment supplier for the men’s teams, Bauer is calling for the replacement of Hockey Canada’s entire board of directors and executive team
For Bauer, which has been involved with Hockey Canada for decades and whose products are part of the game, the connection with the organization runs deeper than it does for other marketing partners, Ms. Messier said.
But Bauer executives said they are not asking for leadership change alone, arguing that structural change is necessary to increase diversity among players, make the game more accessible, and reverse falling participation and registration numbers in Canada. Bauer’s hockey business relies on the sport’s continuing relevance with young players.
“It had come to a point where I think people were feeling so unheard that they were coming to Bauer,” Ms. Messier said, adding that it is “absurd” that Hockey Canada penalizes players for participating in grassroots hockey programs that in some cases are designed with diverse communities in mind. More diverse leadership is also needed, not just at Hockey Canada but at provincial organizations, Ms. Messier added.
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