NEWS AND MEDIA

AJHL Forms New Partnership with Reebok-CCM Hockey

14 May 2007

May 15th, 2007 - The Alberta Junior Hockey League is proud to announce a new partnership with Reebok-CCM Hockey.The Company will become the newofficial equipment supplier to the AJHL for the next 5 years starting with the 2007-2008 AJHL season.

"As President of the AJHL I am very pleased to enter into a long-term partnership with such a strong brand as Reebok-CCM Hockey," said League President Craig Cripps."They understand our objective to provide moreopportunities for promoting our players. This partnership will provide exposure to our players and clubs that will enhance our image both in Alberta and across Canada. We are very proud of our players and want them to have the best available products, we feel strongly Reebok-CCM Hockey provides us with just that."

The AJHL and Reebok-CCM Hockey come together as partners on the ice as thehigh-end hockey equipment manufacturer and will also become one of two preferredstick suppliers to the AJHL. The 5 year commitment showcases a true partnership with a common goal of promoting players through a strong marketingcommitment.

"We are thrilled to have gained this strong association with the AJHL, onewhich will feature a very talented group of young players showcasing ourproducts," said Jamie Coughlin, Vice President of North American Sales forReebok-CCM Hockey". We share a common goal with the AJHL with respect to their players, as we strive to be a key part of their development as they progresstheir careers."

The partnership agreement between Reebok-CCM Hockey and the AJHL is one thatwill build on player promotion and development. Marketing funds provided byReebok-CCM Hockey will be utilized for player promotion via a new web-based talkshow called "This Week in the AJHL" and other promotion based initiatives.

Marketing funds will also be utilized for new initiatives presented by the AJHL, including a Showcase Weekend debuting in October 2007 and an AJHLEvaluation Camp in the spring of 2008. Both properties will assist in playerdevelopment through exposure to College and NHL Scouts and recognizing talent within Alberta.

Reebok-CCM Hockey, a division of Reebok International Ltd, is headquarteredin Montreal. With operations in Europe and the United States, it is the world'slargest designer, manufacturer and marketer of hockey equipment and relatedapparel under four of the world's most recognized hockey brand names: RbkHockey, CCM Hockey, JOFA and KOHO. Reebok-CCM Hockey equips more professionalhockey players than any other company. It is also the exclusive licensee of theNational Hockey League, the American Hockey League, the Canadian Hockey Leagueand several NCAA and national teams.

Since 1963, the Alberta Junior Hockey League has fostered the development ofyoung athletes who have gone on to become Stanley Cup champions, Ivy Leaguegraduates and community leaders.AJHL Alumni include Mark Messier, LannyMcDonald, Brent Sutter, Mike Vernon, and Dany Heatley!The Alberta JuniorHockey League continues to be the premier developmental League in Canada forstudent-athletes striving to capitalize on their athletic and academicabilities.