A brand sends you a free stick.
You make an Instagram Reel showing yourself using it.
The company likes the video and asks whether it can use it too.
Seems harmless, right?
Maybe.
But there's a pretty big difference between a brand sharing your post and using your face in paid advertising.
And you should understand that difference before giving anyone permission.
Reposting and advertising aren't the same thing.
Imagine a brand shares your Reel to its Instagram Story and tags you.
That's an ordinary repost.
Now imagine the brand takes the same video, turns it into a paid advertisement and runs it for six months.
Thousands of people could see that video without ever visiting your Instagram account.
The company might also want to use it on its website, in emails or on product pages.
That's a much bigger use of your content.
And it's something you should discuss separately.
Your image has value, even if you don't have many followers.
Here's something I think players overlook.
Sometimes a brand isn't interested in your audience.
It's interested in you appearing in its advertising.
Maybe you look credible using the product.
Maybe you're exactly the type of player the company wants to feature.
Or maybe your video demonstrates something useful.
Your follower count isn't necessarily relevant to that.
The company is getting content it can use to market its products.
And that's a business benefit.
Ask these four questions.
Before agreeing to advertising use, find out:
- Where? Instagram, TikTok, websites, stores or somewhere else?
- How long? Thirty days, six months or indefinitely?
- Paid or unpaid? Is the company simply reposting, or running advertisements?
- Can they change it? Will they edit your video, add claims or use your image in other creative?
If the company says it wants “full rights,” ask what that actually includes.
And don't assume that agreeing to one Instagram post means you've agreed to every future use.
Here's what you can say.
I'm happy to discuss using the video. Can you confirm where you'll use it, whether it includes paid ads and how long the permission would last?
If the company wants broader rights than you originally agreed to, you can ask whether there's an additional budget.
Or you can limit the permission.
You don't need to give a company unlimited use of your face just because it gave you a product.
And if your video includes a team jersey, logo, game footage or rink access, make sure you have the necessary permission before offering that content to a brand.
Before you accept anything, make sure the deal won't affect your hockey eligibility.
For more guidance on hockey brand deals and sponsorships, visit the Player Partnerships Players Hub.