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It is easy to talk about values. It is much harder to stand up for them when doing so costs money. That is why AJ Products deserves both respect and new customers.
According to Expressen, the Swedish company AJ Products is ending its sponsorship agreement with the Ice Hockey World Championship.
The company has sponsored international ice hockey since 1989—almost four decades of commitment. This is not some temporary sponsor trying to attract a little cheap publicity.
That is precisely why the announcement matters so much.
When Russia is once again allowed to compete in international ice hockey championships despite its continuing warfare and abuses against civilians in Ukraine, someone must be willing to make clear that there are limits.
AJ Products is doing so by withdrawing its sponsorship money.
Now it is our turn to show our appreciation
I believe we should reward companies like this.
Do you need a desk, an office chair, warehouse shelving, workshop equipment or something else sold by AJ Products? Then I think you should start by looking at its range.
Not because the company necessarily always has the lowest price. Nor because we should buy things we do not need.
But because our money is also a vote.
As consumers, we are often quick to demand boycotts of companies that do wrong. But we should become much better at actively supporting those that do the right thing.
That is how we can show that morality and civic courage really do pay.
This is not about Russia having to lose the war
In my earlier post, Russia at the Ice Hockey World Championship? Then We Should Boycott, I argued that Sweden, Finland, Canada and other major ice hockey nations should refuse to take part in a World Championship in which Russia is allowed to play under the current circumstances.
I am not even demanding that Russia end the war before it is allowed to compete again.
But an absolute minimum requirement should be that the country respects the laws of war. Attacks on civilians and residential buildings, the murder of prisoners of war and the abduction of Ukrainian children must not be normalised.
Nor do I want to punish ordinary Russians or individual ice hockey players. What I want to stop is the Russian state’s ability to exploit international sporting success as propaganda.
Sport should bring people together. It should not help an aggressive state launder its reputation.
More companies should follow suit
International sports federations can be difficult to influence. But they usually understand money.
When sponsors leave, decisions that conflict with fundamental human values suddenly become expensive.
I therefore hope that more sponsors follow AJ Products’ example.
And I hope the company is repaid many times over through increased sales, new customers and a stronger brand.
The next time I need something for the office or home, AJ Products will be among the first places I look.
I encourage other individuals, companies and public-sector buyers to include the company in their comparisons as well, naturally taking price, quality and applicable procurement rules into account.
If we want companies to show civic courage, we must also show that we appreciate it.
So thank you, AJ Products. You have earned something better than applause. You have earned our business.
Read more
Russia at the Ice Hockey World Championship? Then We Should Boycott – Signal & Noise
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