CCM has held exclusive manufacturing rights to NHL jerseys
from '82 until this season, and the company says it has an
agreement to keep its jerseys on the ice in some form through
'99. But CCM's NHL presence could be "considerably" diminished
by then, according to the latest SPORTING GOODS BUSINESS. CCM,
through its parent, SLM International, has been mired in
financial problems since filing for Chapter 11 this fall. That,
coupled with delivery problems, opened the door for Starter,
which has started selling NHL jerseys for the first time.
Starter became the on-ice jersey supplier for the Avalanche in
'95, and will reportedly outfit several other teams next season.
NHL Enterprises VP of Licensing Fred Scalera said the league was
also considering bringing in other manufacturers. He said they
are looking for "marketing partners" who will "get involved with
grassroots initiatives, do advertising and work with retailers."
Nike and the Nike-owned Canstar, which have jersey deals with the
IIHF and the IHL respectively, are both candidates to become NHL
marketing partners. As for CCM, Adidas and a group led by former
Reebok CEO Roberto Mueller discussed a possible acquisition, but
talks have since broken off. Scalera noted that CCM's
relationships with hockey-oriented retailers, and Starter's
broad-based appeal and retail reputation make the two companies
"good compliments." CCM Senior VP/Marketing John Hodgins said
they will continue to entertain offers (Andy Bernstein, SPORTING
GOODS BUSINESS, 1/96 issue).
WOULD NIKE SWOOSH IN? Nike spokesperson Vizhier Corpuz told
THE DAILY that while CCM is "competition," they had not explored
a possible buyout. Nike purchased Canstar, the largest maker of
hockey gear for $425M, last year, and is reportedly close to
signing a major marketing agreement with the NHL. Corpuz would
not confirm reports Nike has signed on to outfit the Rangers,
Blues, Mighty Ducks, Red Wings and Canucks, but did acknowledge
talks with the NHL (THE DAILY).
