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SBD/March 10, 2011/Marketing and Sponsorship
Air Canada Threatens To Withdraw From NHL If League Does Not Address Headshots
Published March 10, 2011
OVERSTEPPING ITS BOUNDS? YAHOO SPORTS' Greg Wyshynski wrote the "notion of a sponsor attempting to influence the on-ice product, as altruistic as its aim may be, can't be something fans see as a positive development." Instead, the "real issue" is "whether other sponsors find it 'becoming increasingly difficult to associate (their) brand with sports events which could lead to serious and irresponsible accidents'" (SPORTS.YAHOO.com, 3/9).