Why USA Hockey Is Facing A Gold Medal PR Crisis

Forbes Business

by Lindsey Darvin, Contributor

February 24, 2026

AI-Generated Deep Dive Summary

USA Hockey is grappling with a public relations crisis following its men's gold medal win at the World Championships in Milan. A locker room exchange involving coach John Tortorella making derogatory remarks about Sweden’s players was captured on video and shared widely on social media, sparking outrage and placing the organization under intense scrutiny. Despite this, USA Hockey leadership has yet to issue a public response, leaving stakeholders wondering if silence is the best strategy. The incident occurred after Team USA celebrated their victory over Sweden in a semifinal game. Tortorella’s comments about Sweden’s players being “gay” and “prima donnas” were recorded by an unnamed source and quickly went viral, drawing widespread criticism. The lack of accountability for such remarks has left fans, sponsors, and stakeholders questioning the organization’s commitment to values like respect and inclusivity. The timing of this controversy could not be worse for USA Hockey, which is already facing challenges in rebuilding its brand after years of declining interest and performance. The silence from leadership has fueled speculation that the organization may be prioritizing short-term gains over addressing the issue head-on. This approach risks alienating key audiences, including sponsors, media partners, and fans, who expect transparency and accountability from sports leaders. For businesses and brands, this situation highlights the importance of swift communication during crises. USA Hockey’s delay in addressing the issue has allowed public sentiment to escalate, potentially damaging its reputation both on and off

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Originally published on Forbes Business on 2/24/2026