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CAMBRIDGE, ON — The Provincial Junior Hockey League (PJHL) is proud to announce a new, strategic partnership with Affiliated Sports Group (ASG), naming ASG as the Official E-Commerce and Apparel Partner and an Official Supplier of the PJHL. Through this collaboration, ASG’s premier brand, Under Armour, will be recognized as the Official Apparel Partner of the PJHL.
As part of the partnership, ASG will launch individual, branded online stores for each of the PJHL’s 61 member teams, providing fans, families, and communities with direct access to team apparel and merchandise. These team-specific e-commerce platforms will offer:
1. Seamless direct-to-customer purchasing and shipping
2. Zero inventory commitments for teams
3. No administrative responsibilities, allowing clubs to focus on the game
“We are excited to welcome ASG and Under Armour into the PJHL family,” said [PJHL Commissioner Terry Whiteside]. “This partnership is a major step forward in modernizing our league’s operations while offering a high-quality, streamlined experience for teams and supporters alike. It’s a win-win for the entire PJHL community.”
ASG brings deep expertise in custom teamwear, e-commerce fulfillment, and athlete-focused brand experiences, making them an ideal partner to help elevate the league’s visibility and professionalism at the grassroots level.
“Partnering with the PJHL aligns with our mission to empower athletes and organizations through innovative apparel solutions and online accessibility,” said [ASG Spokesperson Brad Smith, VP Business Development “We’re proud to support all 61 PJHL teams with customized platforms that make ordering team gear effortless for players and fans.”
The new online stores for all PJHL teams will activate this week.
For more information, visit: [https://www.thepjhl.ca/] or [https://affiliated-sports.
About the PJHL:
The Provincial Junior Hockey League (PJHL) is the largest junior hockey league in Ontario, comprising 61 teams across the province. With a commitment to player development, community engagement, and excellence on and off the ice, the PJHL continues to serve as a vital pathway in Canadian junior hockey.
About ASG (Affiliated Sports Group):
Affiliated Sports Group is a leader in team apparel and e-commerce solutions, partnering with elite brands like Under Armour to deliver top-tier custom teamwear and retail experiences. ASG’s innovative, team-centric approach helps organizations reduce logistical burdens while boosting engagement and revenue opportunities.