Bauer Hockey has put its partnership with Hockey Canada on ice as the national sport organization announced a mass resignation of its leadership on Tuesday.
after the backlash over its handling of alleged sexual assaults grew and prompted the cancellation of a dozen sponsorship arrangements.
Bauer vice-president of global marketing Mary-Kay Messier said Hockey Canada’s focus needs to shift from “elite performance to growing the game.” Bauer is currently in the middle of a multi-million dollar, eight-year partnership with Hockey Canada. The company’s aim is to drive policy change and not to impact athletes or “paint everyone with the same brush,” Messier said.
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