BAUER HOCKEY: NAVIGATING A SPONSORSHIP CRISIS
CASE STUDY SOLUTION
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SYNOPSIS
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On October 10, 2022, Mary-Kay Messier, vice-president global marketing of Bauer Hockey (Bauer), was
faced with a difficult decision on the future of Bauer’s sponsorship of Hockey Canada. Hockey Canada was
experiencing widespread fallout from sexual assault allegations and the source of money that Hockey
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Canada paid in various settlements. Messier was planning to share Bauer’s position with Hockey Canada
before publicly announcing the decision on October 11, 2022. Some sponsors had paused their relationships
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with Hockey Canada, other sponsors had severed their relationships entirely. Canada’s government had
also frozen funding for Hockey Canada, citing a loss of confidence “in the leadership at Hockey Canada.”1
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OBJECTIVES
• Analyze the challenges of a company sponsoring a non-profit in reputational crisis.
• Evaluate criteria as a sponsoring organization in making a decision to act, including severity of the
transgression, media, and cost.
• Assess potential responses, such as withdraw, remain and negotiate terms, or remain and mitigate, and
assess the implications of those responses.
• Create an internal memo and public announcement.
The Case Solution Starts From page 4
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ASSIGNMENT QUESTIONS
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1. What differentiates Bauer from other sponsors of Hockey Canada?
2. What factors does Bauer need to consider in deciding what’s next for the partnership with Hockey
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Canada?
3. Assess and compare the reputational implications of each alternative.
4. Write one paragraph that can serve as Bauer’s talking points for a conversation with Hockey Canada.
5. Write a two- to three-paragraph press release outlining Bauer’s decision. Devise an implementation
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plan regarding your decision.
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The Case Solution Starts From page 4
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ANALYSIS
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Assignment Question 1: What differentiates Bauer from other sponsors of Hockey Canada?
Prior to attending class, students should have read, “How Social Values Drive Consumers to Brands,” which
emphasizes the emergence of consumers prioritizing social responsibility. The idea of executive
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accountability has evolved in recent years to adapt to changes in consumer preferences. As more brands
engage in discussing socio-economic and political issues, consumers have become increasingly observant
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of the values brands decide to prioritize. A survey by Sprout Social, a software company that provides
social media management software, found that 70 per cent of consumers believe in the importance of brands
taking public stances on various topics. Almost two-thirds of consumers surveyed said they believe brands
can create real change. Today’s consumers resonate most with actions that convey transparency and
authenticity Brands that do this successfully are rewarded with consumer loyalty and trust. However,
consumers will also boycott or stop shopping if brands publicly support issues they don’t agree with.
Social values can be a competitive differentiator in the market. By integrating and upholding corporate
responsibility commitments, brands can increase customer satisfaction. The newer generations of
consumers—millennials, Gen Z, and Gen X—have signified that social responsibility is no longer voluntary
The Case Solution Starts From page 4
CASE STUDY SOLUTION
e
pl
SYNOPSIS
m
Sa
On October 10, 2022, Mary-Kay Messier, vice-president global marketing of Bauer Hockey (Bauer), was
faced with a difficult decision on the future of Bauer’s sponsorship of Hockey Canada. Hockey Canada was
experiencing widespread fallout from sexual assault allegations and the source of money that Hockey
n
Canada paid in various settlements. Messier was planning to share Bauer’s position with Hockey Canada
before publicly announcing the decision on October 11, 2022. Some sponsors had paused their relationships
tio
with Hockey Canada, other sponsors had severed their relationships entirely. Canada’s government had
also frozen funding for Hockey Canada, citing a loss of confidence “in the leadership at Hockey Canada.”1
lu
So
OBJECTIVES
• Analyze the challenges of a company sponsoring a non-profit in reputational crisis.
• Evaluate criteria as a sponsoring organization in making a decision to act, including severity of the
transgression, media, and cost.
• Assess potential responses, such as withdraw, remain and negotiate terms, or remain and mitigate, and
assess the implications of those responses.
• Create an internal memo and public announcement.
The Case Solution Starts From page 4
, e
pl
ASSIGNMENT QUESTIONS
m
1. What differentiates Bauer from other sponsors of Hockey Canada?
2. What factors does Bauer need to consider in deciding what’s next for the partnership with Hockey
Sa
Canada?
3. Assess and compare the reputational implications of each alternative.
4. Write one paragraph that can serve as Bauer’s talking points for a conversation with Hockey Canada.
5. Write a two- to three-paragraph press release outlining Bauer’s decision. Devise an implementation
n
plan regarding your decision.
tio
lu
So
The Case Solution Starts From page 4
, 2
e
pl
m
Sa
ANALYSIS
n
tio
Assignment Question 1: What differentiates Bauer from other sponsors of Hockey Canada?
Prior to attending class, students should have read, “How Social Values Drive Consumers to Brands,” which
emphasizes the emergence of consumers prioritizing social responsibility. The idea of executive
lu
accountability has evolved in recent years to adapt to changes in consumer preferences. As more brands
engage in discussing socio-economic and political issues, consumers have become increasingly observant
So
of the values brands decide to prioritize. A survey by Sprout Social, a software company that provides
social media management software, found that 70 per cent of consumers believe in the importance of brands
taking public stances on various topics. Almost two-thirds of consumers surveyed said they believe brands
can create real change. Today’s consumers resonate most with actions that convey transparency and
authenticity Brands that do this successfully are rewarded with consumer loyalty and trust. However,
consumers will also boycott or stop shopping if brands publicly support issues they don’t agree with.
Social values can be a competitive differentiator in the market. By integrating and upholding corporate
responsibility commitments, brands can increase customer satisfaction. The newer generations of
consumers—millennials, Gen Z, and Gen X—have signified that social responsibility is no longer voluntary
The Case Solution Starts From page 4
