The controversy over Team Canada's uniforms came of regulations limiting the allowable size and dimensions of governing body and manufacturer logos on Olympic competition-wear. The previous jerseys featured Hockey Canada's iconic logo prominently on the chest, an infringement of Olympic rules for which the COC had to apply for an exception. Having secured such protection from the regulations in previous Olympic years, Hockey Canada had originally approached the 2010 Games hoping to continue to market Canadian hockey using their logo, and reap the same financial rewards as in previous years from Hockey Canada shirt sales.
Instead, the COC refused to file the application, resulting in a dispute between the two governing bodies, and the need for Hockey Canada to design and have approved a new shirt for the men's and women's teams to wear this winter.
Behind all of the regulations and disputes within this story has been the underlining efforts of the IOC and VANOC to curtail ambush marketing, and prevent organizations such as Hockey Canada (as well as manufacturers like Nike or adidas) from gaining undue commercial benefits through unofficial Olympic involvement. Those watching last summer's Beijing Games may have noticed that a number of prominent organizations and countries had altered or missing logos from their uniforms, most notable the Argentine football team.
Hopefully the shirt design revealed today will appease Olympic organizers and those fearing ambush marketing, whilst also providing Hockey Canada the funding and added marketing that Olympic participation has traditionally provided.
Of course, the biggest contributor to Hockey Canada's revenues this year will likely be as a result of on-ice success, something 33 million fans North of the 49th will be anxiously hoping for...
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