Oct 2 (Reuters) - Private equity firm Altor said on

Wednesday it has agreed to buy a majority stake in Canada's

iconic 125-year-old brand CCM Hockey, which specializes in

manufacturing sports equipment and apparel.

Private equity firms are increasingly looking towards the

booming sports sector, where companies partner with popular

leagues that attract large crowds and foster a loyal customer

base.

In August, the owners of the National Football League (NFL)

allowed some private equity firms to buy up to a 10% stake in

any team, joining other major leagues such as the NBA and Major

League Baseball, among others, in allowing limited investment

from funds.

It sets up the sports sector, including sporting goods

companies, for more outside capital and interest from investment

firms.

Montreal, Canada-based CCM Hockey, whose products are used

by star ice hockey players including Auston Matthews, Sidney

Crosby and Connor McDavid, was founded in 1899.

Reebok bought CCM in 2004 and was then itself bought by

Adidas in 2006. Later in 2017, the German company

struck a $110 million deal with Birch Hill Equity Partners to

sell CCM.

Today, it operates in over 40 countries and represents many

National Hockey League (NHL) and Professional Women's Hockey

League players.

The deal with Stockholm, Sweden-based Altor, an investor in

multiple consumer brands, will focus on increasing CCM's growth

in both current and new segments, products and markets, the

companies said.

The transaction is expected to close by the end of the year.