CTV interviews O’Reilly about Hockey Canada losing Nike sponsorship

CTV interviewed Norm O’Reilly, dean of the University of Maine Graduate School of Business, about Nike ending its sponsorship from Hockey Canada over allegations of sexual harassment involving the latter. “Sponsorship is really an important part of revenue for Canadian national sport organizations,” he said, “they really have to change, but they’ve got the reach. They’re Canada’s number one sport still, from a marketing perspective. So I think the hope from the Hockey Canada perspective is that you really have some change, you clean up your image and then down the road, Nike or one of their competitors is willing to kind of come back and take this category in their sponsorship portfolio.”