Seven7, the private equity firm founded by former NHL stars Martin St. Louis and Jeff Hamilton, has taken a minority stake in leading hockey brand CCM, joining forces with existing backer Altor Equity Partners in a co-investment deal.

The Connecticut-based firm, launched by the two ex-professional players, will support CCM’s ambitions for international growth, digital transformation, and product innovation. The partnership also aims to deepen the brand’s connection with the next generation of hockey fans and players.

While the value of the deal remains undisclosed, the investment marks a significant milestone for both CCM and Seven7. Altor acquired a majority interest in the Canadian company in October 2024 from Birch Hill Equity Partners, which had held the business since 2017.

Founded in 1899, CCM is one of the most recognisable names in ice hockey equipment, producing skates, helmets, and sticks used by elite athletes such as Sidney Crosby and Connor McDavid. Over the past two decades, the brand has cycled through a series of high-profile owners, including Reebok and Adidas.

The investment further expands Seven7’s growing portfolio of hockey-related businesses, which includes LiveBarn (a digital broadcast platform for amateur sports), EZ-Ice (makers of backyard rinks), and apparel brand Sauce Hockey. Seven7 is also an investor in a U.S. Hockey League franchise.

The announcement comes amid a wave of renewed private equity interest in global sports brands. Rival hockey equipment maker Bauer also changed hands in late 2024, with Toronto-listed Fairfax Financial acquiring controlling ownership of its parent company, Peak Achievement Athletics.

Source: Front Office Sports

If you think we missed any important news, please do not hesitate to contact us at news@pe-insights.com.

Can`t stop reading? Read more.