75 Years Young

THE CANADIAN TIRE CORPORATION WAS THE RIGHT OWNER FOR SHERWOOD TO BRING THE ICONIC HOCKEY STICK BRAND BACK TO PROMINENCE

BY W. GRAEME ROUSTAN

SHERWOOD WAS the breakout performer in the hockey-equipment industry in 2023 with its icing-on-the-cake announcement that it had captured the prize NHL-athlete endorsement in Connor Bedard. As the past chairman of Bauer, I want to convey to you how important it is for a company and its brand that the best of the best future NHL players select their product over the others for the company’s future sales. The amount of time and money that goes into working with players before they are drafted is in the millions of dollars, so the stakes are high as players get to pick and choose who they feel has the best product offering. The one common denominator for every young elite player in the world who wants to play in the NHL is that they…

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The Hockey News (Digital) - 1 Issue, Money & Power 2024

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