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The Hockey Company extends Ovechkin promotion

Montreal-based The Hockey Company has extended its current direct mail and advertising program for its CCM brand. The promotion, which began in June, involves hockey player Alexander Ovechkin, a CCM endorsee. Until Aug. 15, consumers who buy a pair of Vector V10.0 skates will also receive a CCM V10.0 hockey stick, the same equipment used by Ovechkin. The offer is being promoted with a brochure which contains a coupon that can be redeemed for the stick. During the first phase of the effort, 850,000 registered hockey players in North America received the brochure by mail. It was also inserted into a number of hockey publications, including The Hockey News. The coupon can also be downloaded from the website. The Hockey Company is a division of Reebok International.

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