Is This Team Canada's 2014 Olympic Jersey?

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Question - Who gets the money from these jersey sales nowadays? If I recall correctly, the International Olympic Committee forced hockey teams, soccer teams etc to do away with their jerseys because they were essentially brand wear with millions of dollars in sales going to the respective federation. The IOC wanted to eliminate that so that they could get their greedy little paws in on that action. The federations, such as Hockey Canada, complained because merchandise sales were a huge part of their funding, much of which is filtered down to grass roots programs in the country.

So who gets the money from such merchandise sales? The IOC? Hockey Canada? The Canadian Olympic Committee?