Matthews was the main character in a CCM advertisement that promoted the release of the new ‘Ribcor Trigger 9 Pro’ stick.
Toronto Maple Leafs star Auston Matthews was front and center playing a lead role in a commercial for the release and promotion of CCM’s latest hockey stick, the 'Ribcor Trigger 9 Pro,' as showcased on X by CCM Hockey Tuesday.
The commercial opens with Matthews lining up for a faceoff before transitioning to his off-ice work with CCM’s newest product. Showing quick flashes of the stick’s ability both on and off the ice, Matthews was the perfect fit for the role that best demonstrates the product's “quick release”. With a subtle nod to his reputation as one of the NHL's most prolific goal scorers, the narration highlights the stick’s key features, emphasizing that it’s engineered to replicate Matthews’ quick release.
“The Ribcor Trigger 9 Pro has reached new heights. With its advanced technology and design, it is sure to give players the edge they need to fill the back of the net. Available NOW,” the captain read under the post.
x.com/CCMHockey
The advertisement was filmed and released before the 26-year-old was named the Leafs’ next captain, as he can be seen donning an ‘A’ rather than a ‘C’. Matthews took over the top leadership role from teammate John Tavares on Aug. 14, becoming the club’s 26th captain in franchise history and first American-born captain.
The forward is coming off a career-high 69-goal season, winning his third Maurice “Rocket” Richard Trophy, before adding 38 assists, totaling 107 points in the regular season. Matthews is set to enter the first year of a four-year, $53 million contract with an average annual value (AAV) of $13.25 million a season.
While Matthews’ new deal will have the highest AAV in the NHL for the 2024-25 season, Edmonton Oilers star Leon Draisaitl will surpass him in 2025-26 when his newly signed eight-year, $112 million contract (carrying an AAV of $14 million) takes effect.
Regardless, Matthews is a prominent face of the NHL, and CCM values his appearance as a key component in promoting their newest equipment innovations. His involvement in the Ribcor Trigger 9 Pro campaign ensures it will be a sought-after piece of equipment for aspiring players to emulate his goal-scoring touch.
