Kendall Coyne Schofield signed a multiyear deal with Adidas after her appearance in San JoseGETTY IMAGES
Adidas and CCM have "made massive moves to support women’s hockey" with recent deals, and it is "sponsors like them that will ultimately help grow the game by giving players an extra platform to tell their stories," according to Hailey Salvian of THE ATHLETIC. CWHL interim Commissioner Jayna Hefford said that it is important that brands like Adidas and CCM "partner with the players to help grow their profile." Adidas Head of Hockey Dan Near said that the company is "'thrilled' to be partnering with the four players who participated" in the NHL All-Star Skills competitions. He "would not disclose specific details of the partnerships, but said framework is consistent" with what their NHL athletes -- the likes of Penguins C Sidney Crosby, Oilers C Connor McDavid and Predators D P.K. Subban -- receive. CCM is on the "same page" as Adidas and Hefford. CCM Senior Brand Marketing Manager Eric Bannon said that the company is "wholly committed to growing the women’s game." Bannon said that CCM has a "women’s task force, comprised of a number of female employees with a passion for the women’s game, [whose] job is to identify opportunities where CCM can help elevate the profile of the women’s game." Former CWHL Commissioner Brenda Andress said that sponsors "won’t jump until fans do," but brands like CCM and Adidas that "take the jump to support women’s hockey are going to be a key player in the growth of the game, and continue that momentum" (THEATHLETIC.com, 1/30).
