from Liz Mullen of SportsBusiness Journal at The Sporting News,

Reebok’s CCM Hockey brand is close to signing a multiyear head-to-toe apparel and equipment endorsement deal with 15-year-old hockey phenom Connor McDavid, the No. 1 pick of the Ontario Hockey League.

If the deal is completed, as expected, it would be the most significant deal Reebok has signed with a young hockey player since 2005, when it signed Sidney Crosby, 17 years old at the time and now an NHL star, to a five-year deal. McDavid would be the youngest hockey player to endorse Reebok.

Glen Thornborough, Reebok CCM vice president of global marketing, confirmed that he was in discussions with McDavid, his family and Bobby Orr, the NHL hall of famer and founder of the Orr Hockey Group, which represents McDavid.

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