AHL, THC begin second year of partnership

SPRINGFIELD, Mass. … The 2005-06 American Hockey League season, which began last week, marks the second year of the historic multi-year, multi-million-dollar partnership between the AHL and The Hockey Company.

Beginning this season, The Hockey Company will produce all authentic, replica, practice, warm-up and alternate jerseys for each of the AHL’s 27 clubs. Authentic jerseys are branded with the Reebok logo on the back of the neck and the lower cuff. Reebok will also produce the authentic, replica and warm-up jerseys for the 2006 AHL All-Star Classic, and will provide the jerseys, pants and helmets for all AHL referees and linesmen.

The Hockey Company has also joined the AHL’s licensing program as an approved manufacturer of headwear and non-jersey apparel. AHL jerseys and other apparel will be available at theahl.com and in AHL team stores and arenas, as well as at retail outlets across North America.

Other highlights of the relationship include equipment exclusivities in sticks, pants, helmets and gloves; dasherboard signage in all AHL arenas; partnership in the annual AHL All-Star Classic; advertising on Rogers Sportsnet’s AHL TV broadcasts; title sponsorship of the AHL’s weekly and monthly player awards programs; and the presentation of CCM Promotional Nights, with more than 25,000 tickets purchased by CCM for distribution to charitable organizations and youth groups in each city, as well as to The Hockey Company’s top retailers in each city to be used for customer reward and retail programs.

The Hockey Company, a division of Reebok International Ltd., is headquartered in Montreal. With operations in Europe and the United States, it is the world’s largest designer, manufacturer and marketer of hockey equipment and related apparel under four of the world’s most recognized hockey brand names: Reebok, CCM, Jofa and Koho. The Hockey Company is a world leader in the design and innovation of skates, sticks, helmets, protective equipment products and related apparel, and is the Premier Equipment Supplier of the AHL.

Celebrating its 70th anniversary in 2005-06, the American Hockey League continues to serve as the top development league for all 30 National Hockey League teams. More than 80 percent of NHL players in 2003-04 were AHL graduates, and in 2004-05, more than 7.1 million fans – an all-time league record – attended AHL games across North America.