Dr. Ann Pegoraro, the Lang Chair in Sport Management in the Gordon S. Lang School of Business and Economics, lent her thoughts to several media publications on the latest developments in the scandal ravaging Hockey Canada.  

Dr. Ann Pegoraro
Dr. Ann Pegoraro

To CBC Business, Pegoraro explained the significance behind and the effects of Hockey Canada’s sponsors withdrawing their support, saying it “is probably a textbook case of the worst brand crisis that an organization could be in.” 

While offering insight to GuelphToday, Pegoraro remarked the scandal isn’t unique to hockey noting “it’s a day of reckoning for sports, but hockey in Canada is certainly leading the way.” 

She also provided similar thoughts to CTV News Live and CHCH TV, and to several radio stations including AM680 in Winnipeg, and AM980 in London, ON.  

Throughout the course of Hockey Canada’s scandal, Pegoraro has offered commentary, most recently on how community can help redefine Canadian hockey.  

The director of the International Institute for Sport Business and Leadership, Pegoraro researches gender equity, sport consumers, marketing and communication and is also the co-director of the National Network for Research on Gender Equity in Canadian Sport.