In a Toronto Star Opinion commentary, Gordon S. Lang School of Business and Economics marketing professor Dr. Timothy Dewhirst weighed in on the latest developments in the Hockey Canada scandal. 

Dewhirst explained why he thinks Hockey Canada will need to change more than just its leadership to regain the trust of its sponsors, many of which have revoked their support.  

A senior research fellow in marketing and public policy in Department of Marketing and Consumer Studies, Dewhirst’s expertise includes marketing and society and public policy, and brand strategy.