Out of the woodwork from the AHL All-Star festivities this afternoon comes the news that the league will be extending its partnership with CCM for the next five-seasons to remain the exclusive supplier of sticks, helmets, gloves, pants and jerseys for the American Hockey League.
Press Release via AHL:
SPRINGFIELD, Mass./MONTREAL … The American Hockey League and CCM Hockey are pleased to announce a five-year extension of their multi-year partnership that will continue to serve as the foundation for the AHL’s marketing, licensing and on-ice branding strategies. CCM will remain the exclusive supplier of sticks, helmets, gloves, pants and jerseys, delivering world-class product to AHL players.
The AHL and CCM Hockey remain two of the most recognized and respected entities in the industry. The American Hockey League is currently in the midst of its 80th season as one of the premier hockey leagues across the globe. CCM is positioned as the largest designer and manufacturer of hockey equipment in the world, and is represented by NHL superstars including Sidney Crosby, Carey Price, John Tavares and Connor McDavid. More than 88 percent of today’s National Hockey League players are graduates of the AHL, including Patrice Bergeron,Carey Price, Corey Crawford and Dustin Brown.
CCM Hockey will remain 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. CCM will also continue to sponsor 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.
“Our partnership with CCM Hockey has been an integral element in the success of our league business for the past 11 years,” said David Andrews, President and Chief Executive Officer of the American Hockey League. “The scope of this relationship remains unmatched in our sport and continues to have a positive impact on every facet of our product both on and off the ice.”
“Our partnership with the American Hockey League is an asset to the continuous growth of both our brand and the league,” said Sean Williams, Vice-President Global Marketing and North American Sales of CCM Hockey. “We are committed to providing the world’s best players with technology-driven products that will help them perform their best on the ice, and are thrilled to be able to continuously do so with AHL players.”
About the American Hockey League
Formed in 1936, the American Hockey League (theahl.com, @TheAHL) serves as the top development league for players in all 30 National Hockey League organizations, as well as coaches, officials, executives, trainers and broadcasters throughout the NHL. More than 88 percent of today’s NHL players are graduates of the American Hockey League, and through the years the AHL has been home to more than 100 honored members of the Hockey Hall of Fame.
About Reebok-CCM Hockey
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 John Tavares. Reebok-CCM Hockey is also the official outfitter of the National Hockey League, the American Hockey League, the Canadian Hockey League, and several NCAA and national teams. For more info, visit: www.reebokhockey.com and www.ccmhockey.com.
What’s interesting to note about this partnership extension is there is now a direct split between the NHL and AHL as far as the supplier of uniforms is concerned. The AHL’s new deal with CCM will run through the 2020-21 season. Meanwhile, the NHL split away from CCM/Reebok and announced that Adidas will be the official outfitter starting with the 2017-18 season and extending through to the 2023-24 season. In a nutshell that means a slight bit more work for NHL/AHL equipment managers everywhere.