A hockey brand sends you free equipment.
You post a video using it and tag the company.
Do you need to tell people the gear was free?
If you received the product because the brand wanted you to promote it, you should make that relationship clear.
And simply tagging the company usually isn't enough.
Free gear can still be a brand deal.
A lot of players assume advertising only counts when money changes hands.
But brands can compensate athletes with products, discounts, services or commissions too.
Imagine a company gives you gloves in exchange for an Instagram Reel.
That's a promotional arrangement.
The fact that you didn't receive cash doesn't change why the gloves were provided.
And people watching your video should understand that relationship.
What should you actually write?
Keep it simple.
If the company paid you:
“Ad. [Brand] paid me to make this video.”
If it gave you equipment:
“Gifted by [Brand].”
If you're earning commission:
“I may earn a commission if you buy through my link.”
Use wording that accurately describes your arrangement.
And put it somewhere people will actually see it.
Don't hide it at the end of a long caption.
A tag, discount code or vague “collab” label may not clearly explain that you're receiving something from the business.
In Canada, the Competition Bureau's influencer marketing guidance addresses these types of relationships.
The U.S. Federal Trade Commission also requires clear disclosure of material connections in endorsements.
The exact disclosure should fit what you're receiving and how you're promoting the product.
What if you bought the equipment yourself?
That's different.
If you purchased a stick with your own money and independently posted that you liked it, you don't automatically have a sponsorship relationship to disclose.
But if the company provided a special discount in exchange for promotion, gave you free equipment or offered commission through a code, that's information your audience should understand.
Don't promise results you can't prove.
One more thing.
If a brand gives you a product, you can share your honest experience.
But be careful about making claims you can't support.
There's a difference between:
“This tape held up through my last three practices.”
And:
“This tape will improve your shot.”
The first describes your experience.
The second makes a performance claim that may not be supported.
You can work with brands and still be honest about what you're receiving and what you've actually experienced.
In fact, that's how I'd encourage you to approach every partnership.
Your credibility is worth protecting.
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.