The Tim Hortons restaurant chain and the telecommunications giant Telus Corp. and oil company Esso have restored their partnerships with Hockey Canada. These were interrupted in 2022 after the organization was accused of ignoring complaints of sexual assault.

The return of these sponsors is an important step for the organization as it seeks to review its operations and restore its image so that Canadians can have confidence in it again.

The support from Tim Hortons, Telus and Esso comes ahead of the Junior Ice Hockey World Championships, which will take place on December 26th in Gothenburg, Sweden.

Michael Oliveira, spokesman for Tim Hortons, noted that the restaurant chain has already made it clear that it will not resume funding for the men’s national teams until it regains the trust of Canadians.

He added that Tim Hortons has resumed its support because it appears that Hockey Canada has made concrete progress in this direction, including numerous changes in its leadership.

The Tim Hortons logo was clearly visible on the railing of the Junior Team Canada selection camp in Oakville, Ontario this week. As for Telus and Esso, their logos graced the background behind the players being interviewed at camp.

For her part, Telus spokeswoman Saara Rahikka said the telecommunications giant renewed its relationship with Hockey Canada because it wants to inspire change to make the sport safer and more inclusive for everyone, on the rink and beyond.

Imperial withdrew its financial support from Hockey Canada at the World Junior Ice Hockey Championships last June, but maintained its sponsorship agreement for the youth and women’s programs through its Esso brand.

Hockey Canada’s website states that Imperial has sponsored the organization since 1981 and that Telus joined the program in 2004.

Imperial spokeswoman Keri Scobie said the company had agreed to adorn the ramps with its logo during the World Juniors.