When the best female hockey players in North America decided to boycott professional leagues in their bid to create a more sustainable and equitable future for the women's game, Bauer Hockey, a premier hockey equipment provider, stood by their side.

Mary-Kay Messier, the company’s Vice President of Marketing, said at the time the company truly believed that a boycott was the only "sustainable, viable option" for creating a new league. It was a nice show of solidarity from a major corporation backing not just some of the athletes they support, but the entire women's game.

A little over a month ago,...