On May 16, 2018, Alison Hayman participated in an interview with CBC Radio Saskatchewan's The Morning Edition in relation to a dispute over the trademark #HumboldtStrong.
Excerpts from that interview are included in the article "Humboldt Man Campaigning to Have Saskatchewan Junior Hockey League Drop #HumboldtStrong Trademark Application," published on cbc.ca.
Writes the CBC: "The slogan #HumboldtStrong has always been about Humboldt, the Saskatchewan community and its strength as members make their journey to recovery in the aftermath of the Humboldt Broncos bus crash, according to one resident. Michael Behiel started a campaign recruiting people to contact the Saskatchewan Junior Hockey League (SJHL) and attempt to persuade the league to cancel its trademark application for the #HumboldtStrong slogan."
Alison notes that "generally, the right to something belongs to whoever uses it first" and that it is "not uncommon for a league to apply for a trademark of its teams and then license the marks to the team."