Sports marketing experts say Chicago Blackhawks brand could take major hit if franchise fails to take proper steps to deal with sexual abuse allegations
Sports marketing experts say it remains to be seen whether there will be a sponsorship fallout after allegations of sexual assault within the Chicago Blackhawks organization came to light.
David Soberman, a professor with the Rotman School of Management with the University of Toronto, said the Blackhawks can avoid damage to their brand if they show they’re taking concrete preventive action, especially because many members of management are different from the time of the incident. However, she said there is currently an air of hesitancy around sponsor action because of the pandemic, which was evident after the Montreal Canadiens drafted a player convicted of sexual misconduct this summer.
“Ensuring a safe and inclusive environment where everyone can thrive is core to Scotiabank’s values, and abuse of any kind goes against the very values that hockey is meant to embody,” a company statement read.
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