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Hockey Canada May Have to Change Logo for 2010 Winter Olympics
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by Jon Azpiri | November 2, 2008 at 05:05 pm
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Canada's Olympic Hockey team may have to play at the 2010 Winter Olympics in Vancouver without wearing their familiar maple leaf logo. The change to Canada's famous red-and-black uniforms may come if the IOC decides to enforce its rules regarding uniforms more strictly.
The IOC technically forbids sports federation from displaying their logos on team uniforms. In the past, the IOC had been more lax about enforcing the rule, allowing federations like Hockey Canada to apply for exemptions.
This year, however, the IOC appears to be taking a more hardline approach. During the Summer Olympics in Beijing, the IOC forced all soccer teams to remove their logos, much to the dismay of well-known teams like Brazil and Argentina, whose team logos are sporting icons.
COC officials believe that the IOC might take the same approach to Canada's hockey team, although Hockey Canada may not go down without a fight.
"I can't believe that they're taking a chunk of history, especially when we're hosting it in our country," said Hockey Canada president Bob Nicholson. "They're putting Team Canada at a disadvantage in its own country."
Rudge, however, says such hand-wringing is premature as the IOC has yet to deliver its final uniform specification details. And he says it's a matter to be resolved between the IOC and International Ice Hockey Federation.
A look at the Olympic Charter appears to back that notion. According to bylaw 1.6 of rule 51: "In case of special rules adopted by an international sports federation, exceptions to the rules mentioned above may be approved the IOC Executive Board."
The IOC did not respond to requests for further clarification while an IIHF spokesman would only say that the "situation is sensitive" and that it hoped to "solve this issue to everyone's satisfaction."
Nicholson, however, believes the COC's refusal to sign the same form as in past Games effectively kills any chance of Hockey Canada being able to use its logo on jerseys at the 2010 Games.
"Without that signature, it's showing that Canada doesn't support it so the IOC's certainly not going to," he said.
The issue could also affect Hockey Canada's bottom line since it threatens the money they make through sales of jersey and paraphernalia, revenue that helps fund many of Hockey Canada's programs.
Then there is the psychological impact. Ask any hockey player in Canada and they'll tell you that they dream about putting on a Canadian jersey with the maple leaf logo. Players take a certain pride in wearing the logo, something that may spur them to play better. As Canada plays host to the 2010 Olympics, any little edge--even if it is just a logo--may make the difference.
"I think it's the most important piece of apparel that a player puts on," said Nicholson.
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Most RecentMost Recommended Comments (4)
at 21:59 on November 2nd, 2008
Bob Nicholson should relax a bit - and put country before the brand of his organisation. This can't possibly mean that the uniform cannot have a maple leaf on it... which means the players would still don national colours. Besides Canada would probably not be alone, for example the Swedish Uniforms have always had the Tre Kroner and the Finns the Lion (one could go on). I expect the rules would be applied uniformly (so to speak), in which case it's to no one's advantage. In fact it could be a boon to Hockey Canada who now would be able to release a new jersey set and increase their sales even further.
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Free Hockey Canada (not verified)at 12:26 on November 3rd, 2008
What's wrong with Bob Nicholson wanting to ensure that Hockey Canada's brand is not stripped of its identity at the Olympics? Their logo, whether you like it or not, is very important to their brand. It's their Swoosh.
The Olympics take place once every four years (for two weeks)! The rest of time, Hockey Canada is on its own. It has spent considerable money and energy developing its brand, attracting sponsors and licensees. All this is compromised by this ruling.
Lastly, is it a coincidence that the President of the COC (Rudge), who could authorize an exemption for Hockey Canada, is also on the VANOC board? Did VANOC approach Hockey Canada for a piece of Hockey Canada's action and get refused, hence the strong arm tactic? Makes you wonder. Hockey will be the #1 attraction in Vancouver and Hockey Canada merchandise will be the #1 seller.
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FierceCanadianPatriot (not verified)at 12:25 on November 6th, 2008
I couldn't agree with Free Hockey Canada more. I have no idea what mbaumgartner is talking about. There are business, and traditional issues at stake here. Will the jersey determine whether team Canada wins or not, probably not. But why won't the COC just apply for the exemption. What does it have to loose by applying? Whether the COC wants to honor the IOC rules or not, applying for the exemption does not break any rules or take any effort. This is embarassing, hockey (and more specifically the logo) is part of Canada's identity and our own COC has (in a matter of words) basically said that they do not feel it is worth fighting for. We may not win this battle, but it takes next to no effort to fight it. To see that the COC won't even take the legal steps to preserve the logo during an Olympics games that we are having in Canada, that has become a symbol of pride to millions of Canadians and that others world wide have come to recognize, shows that the COC does not value the cultural and traditional aspects of or nations game.
By the way mbaumgartner, as a citizen I don't appreciate the idea of hockey canada benefiting at the expense of the citizens who would have to buy new jerseys to identify with the new team. Your rational that it increased sales would benefit hockey Canada means that die hard fans would have to find more money to by jerseys (during a time when the world economy is not doing well). Also, considering that there is likely to be a worldwide economic downturn, now may not be the best time to attempt to sell new jerseys. Think about all of the retail stores across canada who would have to dump the product and or loose money. Why not preserve what has helped to fund our national past time, or at least make an effort to do so. If it is not such a big deal then sign then apply for the exemption. Enough people feel strong enough and the effort is minimal enough that applying should be the least we can do for a program that has represented Canada so proudly for decades. Hockey Canada has benefited our nation and the lives of millions financially, emotionally, culturally and socially for years and as well has represented us proudly Olympic competition and you mean to tell us the program hasn't earned a signature on a piece of paper to legally apply for an exemption?
Please COC, is there something that I am not understanding? Is it harder or much riskier to apply for the exemption than Bob Nicholson is making it seem? Because if it is really just signing a paper or filling out a form and applying for an exception by sending a form off, why do you refuse to do it. If you say that it is between Hockey Canada and the IOC, sign the paper so that the IOC can give Hockey Canada a verdict. From what we understand, hockey canada must go through you in order to go through the IOC.
at 16:18 on December 23rd, 2008
And if Hockey Canada was to buy a sponsorship?