SOURCE: NHL

August 21, 2006 08:59 ET

NHL, NHLPA Names COLD-fX™ Official Immune Enhancer as Part of Multi-Year Partnership

NEW YORK, NY and TORONTO -- (MARKET WIRE) -- August 21, 2006 -- 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."

About the NHL

The National Hockey League, founded in 1917, is the second oldest of the four major team sports leagues in North America. Today, the NHL consists of 30 Member Clubs, each reflecting the League's international makeup, with players from 19 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are educated, wired and the youngest of all of the fans of any other professional sport.

During the 2006-07 season, the NHL's national television partners -- Versus, NBC, TSN, and CBC -- will broadcast a total of 230 regular-season games. The NHL Network is a 24-hour hockey channel available on digital cable and satellite throughout Canada. The home for the hockey fan, the NHL Network's schedule is devoted exclusively to the sport of hockey with a roster that features live games, highlight shows, player profiles and interviews, vintage hockey, international and amateur hockey, as well as original and "All Access" programming. The NHL Network's signature show, "NHL On The Fly," airs nightly during the season, giving hockey fans live look-ins, highlights and analysis to NHL games all across the League. The NHL Network web site is located at www.nhlnetwork.ca.

Through NHL Foundation, the League's charitable arm, the NHL raises money and awareness for Hockey Fights Cancer, Hockey's All-Star Kids and NHL Diversity, and supports the charitable efforts of all NHL players. For more information on the NHL, log on to NHL.com.

About the NHLPA

The National Hockey League Players' Association (NHLPA), established in 1967, is a labor union whose members are the players in the National Hockey League (NHL). The NHLPA is located in Toronto, Ontario and works on behalf of the players in varied disciplines such as labor law, product licensing, marketing, international hockey and community relations. In 1999, the NHLPA launched the Goals & Dreams fund, a $15-million hockey program which is the largest grassroots hockey program ever created. The players' program has donated full sets of hockey equipment to more than 8,000 economically challenged children in 17 countries and assisted with upgrades and the building of hundreds of arenas world-wide. For more information on the NHLPA, please visit nhlpa.com.

About CV Technologies Inc.

CV Technologies, spun off from the Faculty of Medicine, University of Alberta in 1992, is a life-science company that researches, discovers, develops and commercializes evidence-based natural health products for disease prevention and health maintenance. Its patented technology platform, used to create quality ChemBioPrint (CBP)™ products, precisely identifies the chemical profile and biological activity of multi-active compounds in evidence-based natural health products. The patented process also provides a manufacturing protocol that ensures each batch of a final ChemBioPrint product delivers verifiable and provable health benefits. The company is focusing its research in the areas of immunology, memory and cognition, joint and bone health and cardiovascular health.

The Company's patented lead product -- COLD-fX™ -- helps strengthen the immune system. It is the top selling product in its category in Canada according to ACNielsen and is the #1 recommended product by Canadian pharmacists in its category. COLD-fX is a result of more than 12 years of immunological and clinical research resulting in eight peer reviewed scientific and medical journals. It has been widely used by professional and Olympic athletes.

This statement has not been evaluated by the Food & Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

The name "COLD-fX" was inspired by the traditional cooling properties of the source material. This product is not intended to treat, cure or prevent upper respiratory infections due to cold or influenza-like viruses.

NHL and Stanley Cup are registered trademarks of the National Hockey League. All Rights Reserved.

National Hockey League Players' Association, NHLPA and the NHLPA Logo are registered trademarks of the NHLPA. All Rights Reserved.

COLD-fX, ChemBioPrint, and CBP are trademarks of fX Life Sciences International GmbH, a subsidiary of CV Technologies Inc.

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