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NHL.com
10:34 AM EDT, 08/21/2006

NEW YORK / TORONTO -- The National Hockey League (NHL) and the National Hockey League Players' Association (NHLPA) today announced a multi-year partnership with CV Technologies Inc., maker of COLD-fX . Already the number one selling product in its category in Canada, COLD-fX will leverage its affiliation with the NHL, the NHLPA and former NHL superstar Mark Messier for the product's scheduled launch in the U.S. this fall.

To date, immune enhancer COLD-fX has experienced significant growth in Canada due in part to strong support from NHL Member Clubs in Canada and other elite athletes. Under the new partnership with the NHL and the NHLPA, COLD-fX will have exclusive marketing and promotional rights within the category throughout North America.

Messier, the NHL legend and six-time Stanley Cup. champion, recently signed as an official COLD-fX spokesperson. At the start of the upcoming NHL season in October, Messier will join the NHL and the NHLPA to support the introduction of COLD-fX in the U.S.

"As a long-time user of COLD-fX, I'm looking forward to working with the NHL to introduce the product to the American public," said Messier.

This new retail and consumer initiative will include the creation of product merchandising and point-of-sale materials that feature Messier and official NHL and NHLPA marks and designations in leading retail outlets. In addition, COLD-fX will sponsor a monthly NHL player promotional award and will have category-exclusive marketing rights for marquee NHL events and platforms including the NHL All-Star Game, Stanley Cup Playoffs, NHL Awards Show and NHL Entry Draft.

"COLD-fX has successfully utilized hockey as a platform to build its business in Canada," said Ed Horne, President, NHL Enterprises. "We are confident that the combination of our strong marketing assets with one of the game's greatest players in Mark Messier will help make the launch of COLD-fX into the U.S. a successful endeavor."

"We're very pleased to be associated with COLD-fX and look forward to helping them grow their business in the U.S. market following their successful launch in Canada," said Ken Kim, NHLPA Senior Director, Business. "Mark Messier was one of the game's most respected leaders and we are excited to be working with him in his new role with COLD-fX."

"We're proud to be associated with the best hockey players in the world who have to always stay on top of their game," said Norm Oliver, Senior Vice President, Sales and Marketing, CV Technologies. "With our hockey roots in Canada evolving into this new North American partnership with the NHL and NHLPA, we're confident this will create some exciting retail and consumer platforms for brand awareness and trial in the U.S."
 
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