You don't need 10,000 Instagram followers to work with a hockey brand.
But that doesn't mean follower counts are irrelevant.
It depends on what the company wants.
And I think that's the part young athletes need to understand.
A large following can be valuable. But having the right audience, experience or skills can be valuable too.
What are the followers actually worth to the business?
Imagine two players.
One has 12,000 followers, mostly people who follow them for gaming content.
Another has 800 followers, primarily local hockey players, coaches and families.
A local hockey retailer wants to promote a fitting event.
Which player is more valuable?
It depends on what the company is trying to accomplish.
The player with 800 followers might have better access to the people the retailer wants to reach.
But if a national brand wants a much larger audience, the player with 12,000 followers may be more relevant.
Neither follower count automatically makes someone the better partner.
It's not just how many people follow you. It's who those people are and why they're paying attention.
Sometimes the brand doesn't need your audience at all.
This is something I think gets overlooked.
A company might want to use your photo or video in its own advertising.
Or it might want feedback from someone who uses its equipment regularly.
In those situations, it may be more interested in your hockey experience or the content you can create than your number of followers.
You could have 500 followers and still be useful.
But there's an important distinction.
If a brand wants to use your face, name or video in its advertising, that's different from simply asking you to post something on Instagram.
You need to understand where the content will appear and how long the company can use it.
Show what you offer beyond a number.
Instead of approaching a company with:
"I have 1,500 followers. Can you sponsor me?"
Try explaining something more useful.
For example:
I play junior hockey in Ontario, and most of my followers are hockey players and families in the area. I use your products regularly and wanted to see if you have any opportunities for local player partnerships.
Now the company knows something about your audience, experience and potential fit.
It still might say no.
And some programs will have minimum follower requirements.
But those are requirements set by individual businesses, not a universal rule for hockey sponsorships.
Don't build your entire sponsorship strategy around reaching a follower number.
Focus on who you can reach, what you know and what you can realistically offer.
And don't buy followers. A bigger number that doesn't represent a real audience isn't particularly useful to anyone.
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.