CCM Hockey has attracted fresh private equity backing, this time from Seven7, a firm co-founded by former NHL players Martin St. Louis and Jeff Hamilton. The Connecticut-based firm will acquire a minority stake in CCM through a co-investment with Altor Equity Partners, CCM’s current majority owner.
St. Louis—now the head coach of the Montreal Canadiens—is best known for his 17-year NHL career, most notably with the Tampa Bay Lightning, where he won the Stanley Cup (2004) and multiple individual honors including the Art Ross and Hart trophies. Hamilton also played for several NHL teams over five seasons.
While specific financial terms were not disclosed, the investment marks a strategic move for CCM as it embarks on a new phase of global growth, digital transformation, product innovation, and stronger fan engagement, according to the announcement.
Seven7 continues to build its presence in the hockey world, with prior investments in LiveBarn (streaming amateur/youth sports), EZ Ice (custom backyard rinks), Sauce Hockey (apparel), and a USHL franchise, though the team name remains undisclosed.
The deal comes less than a year after Altor, a Swedish PE firm, acquired a majority stake in CCM. Founded in 1899 and based in Canada, CCM produces gear like skates, sticks, and helmets, and is endorsed by NHL stars such as Sidney Crosby and Connor McDavid.
This is CCM’s fifth ownership change since 2000. It was acquired by Reebok in 2004, sold to Adidas in 2006, and then to Birch Hill Equity Partners in 2017 for $110 million. Meanwhile, Bauer Hockey, CCM’s top rival, also changed hands last year when Fairfax Financial Holdings acquired Peak Achievement Athletics, finalizing the deal in December.
Source: Front Office Sports
