You see players getting free sticks, skates, apparel and other hockey equipment from brands.
And naturally, you wonder how they're doing it.
Do they have thousands of followers? Does their agent have connections? Are companies just sending them equipment?
Sometimes, yes.
But there's something worth understanding before you start messaging brands.
Companies don't give away products just because someone plays hockey. They usually have a reason for wanting that player to use them.
And figuring out that reason is a much better place to start than asking for free gear.
Start with something you actually use.
Let's say you're a goalie who's constantly dealing with tape that doesn't hold up during practices.
Instead of messaging ten companies asking whether they offer sponsorships, you could approach a tape brand about testing a product and providing feedback.
That's a specific request.
You have a reason for wanting the product, and the company has a reason to consider your request.
The same idea applies to skate accessories, recovery products, training equipment or anything else you genuinely use.
A brand might be interested in:
- Getting honest feedback from a player.
- Having someone test a product in a particular hockey environment.
- Learning how players at your level use its equipment.
- Creating content that shows a product being used.
You don't necessarily need a huge following for all of those things.
But you do need to offer something more useful than “I love hockey and would love to represent your brand.”
Ask for a small opportunity first.
If you've never worked with a brand, I wouldn't start by asking for a full sponsorship.
Start with something smaller.
For example:
Hey, I'm a 17-year-old goalie playing U18 AAA. I've been looking for tape that holds up better through multiple practices. Do you have any opportunities for players to test products and provide feedback?
That's a reasonable question.
You're not promising a bunch of Instagram posts or asking the company to sponsor your entire season.
You're offering to help with something specific.
You could also look for official ambassador applications, local retailer testing opportunities or introductions through people you already know.
None of these guarantees free equipment.
But they give a business a reason to consider working with you.
Understand what “free” actually means.
Here's where you need to pay attention.
A brand offering you a product doesn't always mean it's yours with no expectations.
It might be:
- A free sample with no required work.
- Equipment you borrow and return.
- A discount on something you still have to buy.
- Product in exchange for feedback or social media content.
Those are different arrangements.
If a company offers you a $300 product but expects four Instagram posts, a video and permission to use your face in advertising, that's not simply free gear.
You're doing work in exchange for the product.
And that might be completely fine.
But you should know what you're agreeing to.
Also, if you wouldn't have bought the product anyway, don't automatically treat its retail price as money you've saved.
A $300 jacket you don't need isn't necessarily worth $300 to you.
One more thing before accepting.
If you're playing major junior or considering NCAA hockey, check the rules that apply to your situation before accepting promotional gear.
Products received in exchange for promotion can count as NIL compensation.
Your team or school may also have rules about uniforms, logos, equipment branding or commercial partnerships.
And if you're promoting a product you received for free, you may need to clearly disclose that relationship.
You can learn more in the NCAA's NIL guidance.
My advice? Start with one brand, one product and one realistic thing you can offer.
You don't need to convince a company you're the next big hockey star.
Give it a useful reason to work with you.
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.