AHL, Reebok-CCM extend partnership

SPRINGFIELD, Mass. … The American Hockey League and Reebok-CCM Hockey have announced a two-year extension of their original multi-year, multi-million-dollar partnership that will continue to serve as the foundation for the AHL’s marketing, licensing and on-ice branding strategies through the 2015-16 season.

The AHL Board of Governors unanimously approved the extension of the partnership, which has been an unqualified success for both the AHL and Reebok-CCM Hockey since it began in 2004. Reebok-CCM Hockey will remain the exclusive supplier of sticks, helmets, gloves, pants and jerseys under the Reebok and CCM brands.

The AHL and Reebok-CCM Hockey remain two of the most recognized and respected entities in the industry. The American Hockey League is preparing to enter its 75th season as one of the premier hockey leagues in the world, and Reebok-CCM Hockey traces its roots to the founding of CCM over a century ago. More than 300 players each season graduate from the AHL to the National Hockey League.

Reebok-CCM Hockey will continue as the exclusive licensee for AHL replica jerseys, and will remain a licensee for other AHL apparel and headwear including authentic jerseys and the official Calder Cup Championship hats and shirts worn on the ice by the league’s championship teams. Reebok-CCM Hockey also remains a significant sponsor of the AHL All-Star Classic, providing equipment, jerseys and locker room apparel for the annual event, and will also be the head-to-toe uniform provider for AHL referees and linesmen. Reebok-CCM Hockey will continue to receive significant visibility in AHL markets from in-arena signage and promotions, from advertising across the AHL Internet Network and from title sponsorships for the league’s Player of the Week, Player of the Month, Rookie of the Month and Goaltender of the Month awards.

“Our partnership with Reebok-CCM Hockey has been incredibly important and successful over the last six years,” said David Andrews, President and CEO of the American Hockey League. “The size and scope of our agreement is unprecedented in hockey and impacts every facet of our on- and off-ice product, benefiting our players and fans alike. As we head into our 75th season next fall, we are thrilled to be extending this partnership by an additional two years.”

“This partnership extension with the American Hockey League is exciting because we have identified it as a key strategic platform to our long-term business success, said Len Rhodes,” Vice President and General Manager of Reebok-CCM Hockey. “Our dedication to industry leading product innovation and service has earned us the trust that the AHL has bestowed upon us. We experience pure joy when we provide the world’s best young hockey players with the tools to perform at a level that allows them to fulfill their dreams of playing in the NHL.”

Established in 1936 and ready to commemorate its 75th season next fall, the American Hockey League serves as the top development league for all 30 National Hockey League teams. More than 85 percent of all players competing in the NHL today are AHL graduates, including stars like Mike Richards, Duncan Keith, Zach Parise, Michael Cammalleri, Ryan Miller, Martin St. Louis, Martin Brodeur and Eric Staal, as well as Reebok-CCM’s own Jason Spezza, Marc-Andre Fleury and Roberto Luongo. The American Hockey League has also been home to more than 100 honored members of the Hockey Hall of Fame, such as Terry Sawchuk, Johnny Bower, Eddie Shore, Gerry Cheevers, Andy Bathgate, Larry Robinson, Brett Hull and Patrick Roy.

Reebok-CCM Hockey, a subsidiary of the adidas Group, is headquartered in Montreal. With operations in Canada, the United States and Europe, the Company is the world’s largest designer, manufacturer and marketer of hockey equipment and related apparel under two of the most recognized hockey brand names: Reebok Hockey and CCM Hockey. Reebok-CCM Hockey equips more professional hockey players than any other company, including superstars like Sidney Crosby and Alexander Ovechkin. Reebok-CCM Hockey is also the official outfitter of the National Hockey League, the American Hockey League, the Canadian Hockey League, the ECHL, USHL and several NCAA and national teams.