Blackhawks Connor Bedard Signs Exclusive Partnership with Sherwood Hockey

The 2023 No. 1 NHL draft pick will use Sherwood's Rekker Legend sticks and gloves as old-school hockey equipment brand continues to reposition itself with younger players.

Chicago Blackhawks center Connor Bedard, the No. 1 overall pick in the 2023 NHL draft, has finalized an "official partnership" with Sherwood Hockey. Bedard will play exclusively with Sherwood's high-end Rekker Legend sticks and gloves starting in the 2023-24 season.

Sherwood was founded in 1949 in Sherbrooke, Quebec and is best known in the sport's history for wood sticks, then wood sticks with fiberglass reinforcement. Sherwood's iconic PMP 5030 Featherlite wood/fiberglass stick was used by millions of players from novices to NHLers.

Sherwood still makes wood/fiberglass sticks, but the bulk of its models — and the bulk of sticks used by hockey players for nearly 20 years — are formed various composite material blends. The new "low-kick" Rekker Pro model is debuting this season with pros and at retail. See video: https://www.tiktok.com/@modern_hockey/video/7205676044471291182

Acquired by Canadian Tire Corporation in 2018, Sherwood has been repositioning its brand and modernized product line with a new generation of elite players since 2020. According to Sherwood's news release, "Bedard joins a dynamic roster of world-class players including Matthew Tkachuk, William Nylander, Alex DeBrincat, Quinton Byfield, Emily Clark, Artturi Lehkonen, Saroya Tinker, Connor Brown and Savannah Harmon."

 “I’m really excited to be joining the Sherwood team,” said Bedard in a statement in the news release. “Since I started working with Sherwood to develop hockey equipment that I felt could improve my game, I have been really impressed with their approach, expertise and dedication to building the best gear. They are doing a lot of cool things around the sport I love and I’m proud to be a part of it.” 

See this embedded video in the news release from Sherwood with Bedard in a No. 98 Blackhawks jersey.  https://www.newswire.ca/news-releases/sherwood-hockey-announces-exclusive-partnership-with-2023-no-1-overall-nhl-draft-pick-connor-bedard-802452838.html

Bedard's promotional agreement with Sherwood follows one between the 18-year-old forward and Vancouver-based sports apparel maker lululemon that made him an "ambassador" for that brand. The lululemon deal, announced just before the NHL Draft on June 28, featured photos of Bedard holding a Sherwood Rekker stick and wearing Sherwood gloves.

"As one of the most skilled prospects to ever enter the NHL, Bedard requires a partner that can create and build equipment that matches his performance and playing style," Sherwood said in its release. "The Rekker Legend stick’s ergonomic tapered shaft shape and low kick-point is tailor-made for players like Bedard who possess quick, deceptive hands and a lightning-fast release."

"We’re thrilled that Connor has found his performance match with Sherwood and moreover this goes much deeper than a product fit," said Brendon Arnold, Sherwood Hockey's associate vice president, brand management in the release. "Connor shares Sherwood’s brand values of creativity, self-expression and individuality on and off the ice – creating a more meaningful relationship.

Sherwood makes sticks, gloves and protective equipment — including shin pads, elbow pads and shoulder pads — for hockey position players. It also manufactures pads, gloves, protective gear and sticks for goalies. 

Sherwood does not make skates or helmets.

Bedard has been represented by Newport Sports Management (https://www.thehockeyagency.com/) of Mississauga, Ontario for his player's contract and promotional deals.