“When we look at marketing partnerships, we ask ourselves how can we use this to deliver value back into the sport system?” Shoemaker told The Canadian Press.“One critical need that all our national sports organizations have is legal services, like every business and small business across the country.”The relationship with the COC was fast-tracked because of the COVID-19 pandemic, Shoemaker said.
“There are important employment law considerations. Many organizations are having to get legal advice as they contemplate workforce reductions and things of that nature.” The COC’s 26 other corporate sponsorship agreements have remained intact so far despite the economic hardship of the pandemic, the CEO said.“These are long-term partnerships,” Shoemaker said. “We hope they can weather the storm.”