The American Hockey League and The Hockey Co. have formed a partnership that the league said will be the foundation of its marketing, licensing and on-ice branding strategies beginning with the 2004-05 season.

The four-year, multi-million-dollar contract includes options that could extend it up to 10 years. Chris Nikolis, VP sales & marketing for the league, said that that the deal could be worth “eight figures” if it goes the whole 10 years.

The agreement will establish THC, which owns the CCM, Jofa and Koho brands, as the league’s exclusive supplier of sticks, helmets, gloves, pants, jerseys and socks to 26 of the AHL’s 28 teams.

THC will also be a major sponsor of and equipment supplier to the AHL All-Star Classic, and serve as the title sponsor of the CCM AHL Player of the Week, Koho AHL Goaltender of the Month, Jofa AHL Rookie of the Month and CCM AHL Performers of the Month awards.

This partnership also includes a joint marketing commitment between the AHL and THC to cultivate the game at the grassroots level, including a pledge by THC to purchase thousands of tickets during the term of the agreement for use in community-driven initiatives.

The contract also gives THC exclusive rights to supply and market authentic and replica jerseys for AHL clubs and the AHL’s annual All-Star teams, as well as authentic AHL apparel, including locker room and Calder Cup championship apparel.

The AHL and THC will also join forces by using the CCM brand to market and distribute complete lines of AHL-licensed apparel, including AHL Vintage jerseys to coincide with the league’s 70th anniversary season in 2005-06.

The American Hockey League and The Hockey Co. have formed a partnership that the league said will be the foundation of its marketing, licensing and on-ice branding strategies beginning with the 2004-05 season.

The four-year, multi-million-dollar contract includes options that could extend it up to 10 years. Chris Nikolis, VP sales & marketing for the league, said that that the deal could be worth “eight figures” if it goes the whole 10 years.

The agreement will establish THC, which owns the CCM, Jofa and Koho brands, as the league’s exclusive supplier of sticks, helmets, gloves, pants, jerseys and socks to 26 of the AHL’s 28 teams.

THC will also be a major sponsor of and equipment supplier to the AHL All-Star Classic, and serve as the title sponsor of the CCM AHL Player of the Week, Koho AHL Goaltender of the Month, Jofa AHL Rookie of the Month and CCM AHL Performers of the Month awards.

This partnership also includes a joint marketing commitment between the AHL and THC to cultivate the game at the grassroots level, including a pledge by THC to purchase thousands of tickets during the term of the agreement for use in community-driven initiatives.

The contract also gives THC exclusive rights to supply and market authentic and replica jerseys for AHL clubs and the AHL’s annual All-Star teams, as well as authentic AHL apparel, including locker room and Calder Cup championship apparel.

The AHL and THC will also join forces by using the CCM brand to market and distribute complete lines of AHL-licensed apparel, including AHL Vintage jerseys to coincide with the league’s 70th anniversary season in 2005-06.