Major NHL sponsor Air Canada threatened to withdraw its sponsorship unless the league moves on sanctions to reduce potentially serious injuries, such as the one to Montreal Canadiens forward Max Pacioretty this week.
The airline sent a letter to NHL officials including commissioner Gary Bettman and his associate Bill Daly, expressing its concern over the increase in dangerous hits to players' heads. According to reports, it demanded "immediate" and "serious" action on the matter.
"From a corporate social responsibility standpoint, it is becoming increasingly difficult to associate our brand with sports events which could lead to serious and irresponsible accidents," Air Canada warned in the letter.
The letter came from Denis Vandal, Air Canada's director of marketing communications.
The airline is a major sponsor of the NHL, with its six Canadian franchises. Air Canada has owned the naming rights for the building where the Toronto Maple Leafs play since it opened in 1999
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