Dr. Timothy Dewhirst of U of G’s Department of Marketing and Consumer Studies, contributed a commentary to the Toronto Star about why the controversy over recent NHL Department of Player Safety decisions has led to a watershed moment for the league’s brand identity.

He said while the league is trying to evolve and align with themes of inclusiveness and diversity, it is also seeking to reinforce its associations with physicality, ruggedness and toughness.

Dewhirst is a senior research fellow in marketing and public policy in the Gordon S. Lang School of Business and Economics. His research expertise includes sports, arts and entertainment marketing.