Martin St-Louis buys stake in hockey equipment giant CCM

Martin St. Louis, head coach of the Montreal Canadiens and Hockey Hall of Famer, has purchased a minority stake in hockey equipment company CCM.

From Sportico:

Seven7, an investment firm founded by St. Louis, is joining Norwegian private equity fund Altor as a co-investor in CCM. Last October, Altor took a majority stake in the company, priced at $450 million. CCM was previously owned by another private equity firm, Birch Hill Equity Partners. Financial details of Seven7’s holding were not disclosed.

CCM has been in business since 1899 and has established itself as a giant in the hockey industry. Over the years it has been owned by giant mega corporations like Reebok and Adidas, but is currently owned by St. Louis and Norwegian investing firm Altor.

According to CCM itself, the company is the leading choice amongst NHLers in seven of eight equipment categories. More NHLers choose CCM for sticks, helmets, gloves, pants, shin pads, elbow pads and shoulder pads than any other manufacturer. However, the company's largest competitor Bauer is the #1 choice of NHLers when it comes to skates.

CCM is endorsed by superstars Connor McDavid, Auston Matthews and Sidney Crosby.