Don Cherry doesn't represent me. He likely doesn't represent you. The Canada he longs for, and the hockey community he longs for, have both long since passed out of date.

But, in choosing a set of carefully crafted words over swift action for his most recent diatribe, Rogers Communications and its Sportsnet brand continues to make it appear as though Cherry does represent us.

This is inexcusable for a company that, since taking over the Hockey Night in Canada franchise in 2014, has had multiple opportunities to part ways with the divisive commentator. Saturday night was the latest invitation for Sportsnet to take Cherry off the air, and they whiffed.

"Don's discriminatory comments are offensive and they do not represent our values and what we stand for as a network," Sportsnet president Bart Yabsley said in a short statement released Sunday morning in the wake of significant online backlash. "We have spoken with Don about the severity of this issue and we sincerely apologize for these divisive remarks."

A statement such as this - one in which Cherry's boss acknowledges the discrimination and vaguely apologizes for it - is better than nothing. But it's not nearly enough. Sportsnet, and by extension Rogers, one of Canada's largest employers, is enabling xenophobia by keeping Coach's Corner alive in its current form.