Canlan Ice Sports (TSX:ICE) and Cizzle Brands Join Forces to Revolutionise Grassroots Hockey in Canada

2 min read | September 18, 2024 03:48 AM EDT | By Team Kalkine Media

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Canlan Ice Sports (TSX:ICE) and Cizzle Brands Join Forces to Revolutionise Grassroots Hockey in Canada — Image source: Shutterstock

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Canlan Ice Sports Corp. (TSX:ICE) and Cizzle Brands Inc. have announced an exciting five-year strategic agreement aimed at transforming grassroots hockey across Canada. This partnership will integrate Cizzle's CWENCH Hydration products into all Canlan Sports locations throughout North America, enhancing the overall experience for hockey players and enthusiasts alike.

As part of the agreement, Canlan's facility in Etobicoke, Ontario, will be rebranded as the CWENCH Centre - a Canlan Sports Community. This facility will exclusively offer CWENCH Hydration products, which will also be available at all other Canlan Sports complexes. Furthermore, a dedicated rink at the CWENCH Centre will feature branded players' benches, rink boards, and dressing room signage, alongside ice resurfacer wraps that promote CWENCH.

In addition, CWENCH will serve as the title sponsor for all Ontario Canlan Classic Tournaments, officially branding them as “The CWENCH Hydration CCT Tournament Series”. This strategic move aims to create a cohesive identity around hydration and grassroots hockey.

Joey St. Aubin, President and CEO of Canlan Sports, expressed his enthusiasm for the partnership: “This is a natural partnership for us, as both Canlan Sports and Cizzle Brands share a deep-rooted passion for grassroots hockey. We serve close to 100 sports associations across North America and a community of over 200,000 sports enthusiasts annually. Integrating CWENCH Hydration into our sports complexes aligns perfectly with our commitment to athlete well-being.”

CWENCH Hydration is a next-generation sports drink formulated in collaboration with elite athletes and trainers, including renowned strength coach Andy O'Brien. It is designed specifically for sports enthusiasts, boasting no sugar, only 10 calories, and seven essential electrolytes to ensure optimal hydration. The product has received endorsements from prominent athletes such as NHL MVP Nathan MacKinnon, NBA All-Star Andrew Wiggins, and Canadian Olympic soccer player Adriana Leon.

John Celenza, Founder & CEO of Cizzle Brands, remarked on the partnership’s potential impact: “We’re thrilled to fuel the next generation of hockey players through our partnership with Canlan Sports. The CWENCH Centre will be the premier sports community in Canada, dedicated to nurturing a love for hockey while elevating competitive sports nutrition.”

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