The tournament was a cash cow for Hockey Canada and TSN, and “good family stuff” for fans. That was before a sexual assault scandal.
, the one cancelled after two games due to a COVID outbreak. He was at the summertime makeup event when few fans cared and sponsors pulled out due to sexual assault allegations against former national team players.“We’re all pretty pumped,” says Bedard, the 17-year-old phenom from the Regina Pats. “The tournament has been sold out for a while. Halifax is a hockey town. I think we’re all pretty pumped for it.
“I haven’t really had that true world junior experience yet,” says Logan Stankoven, who was Bedard’s teammate last winter and during the summer. “The summertime gold medal is super important for us. But last Christmas, it was only 50 per cent capacity and then everything got shut down. And then this summer, you know, it was summer. So it wasn’t a true world junior feeling.
There was a buzz and the momentum for the tournament seemed to have turned. Hockey Canada cleaned house. A new board was just installed to get a better grip on the organization’s myriad issues. “So as terrible and as tough as it’s been, we hope that there’s some good can come out of it. And we’re able regain trust. And I think we’re starting to see that. We haven’t seen it with sponsors, but I think it starts with government trust and then it moves to partners and then into the communities.”
“If the fans come back, that’s one thing. But in and of itself, that’s not enough for sponsors,” says David Chong, managing director of MKTG Canada. “They need to see that change promised, or whatever they’ve asked of Hockey Canada in private, is lived up to.”
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