Air Canada Marketing Decision

     This video is a clip from the Bruins (vs) Canadians hockey game on March 8, 2011.  Montreal Canadiens forward Max Pacioretty was hit into the boards by Boston Bruins defenseman Zdeno Chara - which resulted in Pacioretty having both a severe concussion and a fractured vertebrae.  After review of the hit by the NHL league disciplinarian and commissioner they concluded that although it was a "late" hit - it was a fair hit and Chara would not be suspended despite the injuries that were sustained by Pacioretty.  Many fans were outraged by the lack of suspension and discussion arose about whether or not this league is too dangerous, and the rules too lenient.  An article from the OttowaSUN discusses Air Canada's feelings about the situation.

     Because of popular disgust with the league Air Canada (a huge financial contributor to the NHL) threatened to discontinue it's work with the league if proper action was not taken in accordance with the recent hit.  Dennis Vandal (Directer of marketing/communications for Air Canada) wrote the league commissioner a letter about his concerns with associating their brand with such a dangerous league.

"We are contacting you (Wednesday) to voice our concern over (Tuesday night's) incident involving Max Pacioretty and Zdeno Chara at the Bell Centre in Montreal.  This is following several other incidents involving career-threatening and life-threatening head-shots in the NHL recently...... 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; action must be taken by the NHL before we are encountered with a fatality."

     Despite this letter, the decision made by the commissioner and league disciplinarian stood, and as of right now Air Canada has continued to associate/market it's brand with the NHL.  However, I believe that if something else of this magnitude happens again there is a good chance that Air Canada will make an executive decision to cut ties with the NHL. 

Does anyone know of any companies that have cut ties because of a similar situation?