Montreal fans aren't the only ones upset over the Zdeno Chara hit on Max Pacioretty.
On Thursday, NHL sponsor Air Canada threatened to pull their support, claiming that the league violence has gotten out of hand and unless the NHL takes action, the airline will pull their sponsorship, the Seattle Times reports.
"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," Air Canada's director of marketing and communications Denis Vandal said. "Unless the NHL takes immediate action with serious suspension to the players in question to curtail these life-threatening injuries, Air Canada will withdraw its sponsorship of hockey."
NHL commissioner Gary Bettman responded to the airline's comments later on Thursday, saying that Air Canada has a right to pull the sponsorship.
"Air Canada is a great brand, as is the National Hockey League, and if they decide they need to do other things with their sponsorship dollars that's their prerogative," Bettman said. "Just like it's the prerogative of our clubs that fly on Air Canada to make other arrangements if they don't think Air Canada is giving them the appropriate level of service."
Bettman also noted that he fully supported the league's disciplinary decision to not assess further punishment to Chara for the Pacioretty hit.
