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Sponsorship roundup

Reebok-CCM Hockey of Montreal has signed a sponsorship agreement with the National Hockey League and the National Hockey League Players' Association to be the exclusive supplier of game jerseys and a supplier of on-ice equipment at the 2008 NHL Premiere Series. The series will take place in Stockholm, Sweden and Prague, Czech Republic on Oct. 4 and 5. Reebok will use the event to introduce its 2009 hockey product line and conduct an in-arena brand marketing campaign aimed at European hockey consumers. "In a rare occurrence, European fans will be able to watch their favorite hockey stars, such as Sidney Crosby, in action while wearing the latest gear from Reebok," said Len Rhodes, general manager of Reebok Hockey. "We are also creating an exciting hospitality program for our top retail partners, allowing all parties of the industry to celebrate this series." Reebok-CCM Hockey is a subsidiary of the Adidas Group.

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