I think hockey players sometimes approach sponsorships the wrong way.
They focus on getting a company's attention without considering why that company would want to work with them.
They tag brands in posts.
Send DMs asking about sponsorships.
Or try to make their Instagram look more professional because they assume that's what companies want.
But here's something worth understanding.
A brand doesn't necessarily need the most popular hockey player. It needs someone who can help it accomplish something.
And those aren't always the same person.
Stop trying to appeal to every brand.
Imagine you're a goalie playing junior hockey.
You use a particular brand of equipment every day, understand what makes it useful and regularly talk to younger goalies about gear.
That's potentially interesting to an equipment company.
Now imagine you approach a company selling something you've never used and know almost nothing about.
What exactly are you offering?
Probably not much.
I'd encourage you to start with brands that genuinely fit your hockey experience.
Think about the products you already buy, use or recommend.
Then ask yourself what you know that might be useful to that company.
Maybe you can offer:
- Honest feedback about a product.
- Access to a specific local hockey community.
- A useful video showing how equipment works.
- A connection to players who regularly buy that type of product.
That's more valuable than sending a generic message saying you'd love to be an ambassador.
Figure out what the brand actually needs.
This is probably the part most young athletes skip.
A company might want more people to know about a new product.
Another might need content for its website.
A local hockey retailer might want to connect with players in the area.
And another might simply want feedback before releasing something new.
Those are different objectives.
And your follower count might not be particularly important for some of them.
For example, a company looking for someone to test a goalie bag may care more about your experience using goalie equipment than the number of people following you on Instagram.
But if its goal is reaching thousands of potential customers, your audience becomes more relevant.
The value you offer depends on what the company is actually trying to accomplish.
Build a list of three brands.
Not 30.
Three.
I'd start with:
- A brand you already use and genuinely like.
- A local hockey business you have some connection to.
- A company with a player, testing or ambassador program that fits your experience.
For each one, try answering this question:
Why would this business benefit from working with me?
If you can't think of an answer beyond being a hockey player, you probably need to do more research.
And don't invent connections, experience or results to make yourself sound more impressive.
A specific, honest reason is much more useful than a polished pitch that doesn't say anything.
Be ready when someone responds.
You don't need a professional sponsorship deck.
But you should be able to explain who you are, where you play, what you know about the product and what you'd like to contribute.
Keep it simple.
For example:
I'm a junior hockey player in Ontario, and I use your skate accessories regularly. I think I could provide useful feedback from playing and travelling throughout the season. Do you have a product-testing program?
That's enough to start a conversation.
If the company is interested, you can discuss what it actually needs.
And before agreeing to posts, appearances or use of your photos, make sure you understand the terms and check any relevant team or school requirements.
Don't focus on making every brand notice you. Focus on giving the right brand a reason to care.
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.