CBC News – Is it over for the Hockey Canada Brand?

As company after company has cancelled sponsorships with Hockey Canada over its mishandling of gang–rape allegations and millions in payouts to complainants with sexual misconduct claims, communications experts are not sure the organization can ever recover with advertisers.

“This is probably a textbook case of the worst brand crisis that an organization could be in,” said Prof. Ann Pegoraro, the Lang Chair in Sport Management at the University of Guelph.