CCM Promotional Nights program unveiled

The American Hockey League and The Hockey Company announced today the details of the first CCM Promotional Nights, to be held in 27 AHL cities in January.

CCM Promotional Nights are a significant part of the landmark agreement between the AHL and The Hockey Company announced in March 2004. The partnership between the league and THC includes a joint marketing commitment to cultivate the game at the grassroots level, including a pledge by THC to purchase tickets for use in community-driven initiatives.

For the first CCM Promotional Nights, the dates of which will be announced individually by participating clubs, The Hockey Company will purchase 13,500 tickets to be donated to charitable organizations and youth groups in each city on behalf of CCM and each team, as well as to top THC retailers in each city to be used for customer reward and retail programs.

THC will also make available a limited number of tickets to be distributed to fans who register as members on CCM’s official Web site, CCM Promotional Nights include in-arena promotion and exposure for CCM via video boards and public address announcements, and all AHL arenas have CCM dasherboard signage in place as well.

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 three of the world’s most recognized hockey brand names: CCM, Jofa and Koho. The 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, as well as a sponsor of the AHL Internet Network and the CCM/AHL Pick ’Em Challenge.

Now in its 69th season, the American Hockey League serves as the top development league for all 30 National Hockey League clubs. Over 20 million fans have attended AHL games across North America since 2001, and over 80 percent of all NHL players are AHL graduates. More than 100 AHL alumni recently competed in the 2004 World Cup of Hockey tournament, and another 100 are honored members of the Hockey Hall of Fame.