Hockey Canada did just enough to provisionally regain its funding. But rebuilding the trust it once had with major sponsors will be another challenge in itself, suggests a marketing expert.
The national sporting body was granted its funding from the federal government on Sunday after having it frozen on June 22, 2022 by sport minister Pascale St-Onge.
Hockey Canada could face a scenario where companies that suspended or halted their sponsorship may have conditions too. "The first signal [companies are] looking for [is] government, new people, new accountability and transparency actions.
But I'm going to say, the toughest thing to rebuild is trust," Dr. Joanne McNeish, a marketing management professor at Toronto Metropolitan University told The Canadian Press. "And trust once broken, it is never going to be the same. "...