Navigate hockey beyond the ice.
Make sense of the business side of hockey.
Athlete marketing, NIL, sponsorships, social media and partnership readiness - explained plainly for players, parents and hockey organizations, with advisory support when you need it. What matters, what doesn’t, and what to know before you say yes.
For Players →
Learn what makes you marketable, how brand deals actually work and how to evaluate an offer - what you’re giving, what it’s worth and what you’re signing - without turning hockey into a content business.
For Parents →
Understand the changing commercial side of youth hockey - camps and exposure, sponsorships, NIL and what’s safe to share online - so you can make decisions in your player’s real interest.
For Organizations →
Player social media education, personal brand development and partnership strategy that strengthen player visibility, fan connection and sponsor value.
You don’t need to know everything. You just need to know what matters.
There is a lot more to navigate now beyond what happens on the ice.
Do I need a hockey-centered social media account? Does social media actually help with getting noticed? How does NIL work? How do I get brand deals? What do coaches, teams or organizations want to see when they look me up?
Player Partnerships is here to make those questions easier to answer.
Not every player needs to become a content creator. Not every opportunity is worth saying yes to. And not every player needs to approach this the same way.
The goal is simply to help you understand what matters for your situation.
Free guide for parents
The Group Chat Talk
Five practical things to say, so your son knows what to do when something harmful shows up in a group chat. No email required - instant download.
What We Help With
- Athlete marketing & marketability → What brands look for, and how to become easier to work with.
- NIL & sponsorship education → What’s allowed, what it’s worth and what to check first.
- Social media & personal brand → A clear presence without becoming a full-time creator.
- Partnership readiness & offer review → A second opinion before you say yes.
- Workshops for organizations & families → Practical sessions for players, parents and staff.
Need help with something specific?
Looking at an offer, figuring out NIL or social media, or planning education for your players and families? I provide strategy, education and advisory support - and when a player is represented, I work directly with their agent on negotiations, contracts and logistics. Send me an email.
About
About Player Partnerships
Player Partnerships was created by Nickey Norrish.
I got my start in hockey in 2006 and have over 15 years of experience in the partnership marketing space. For the past several years, I’ve worked directly with NHL players and their agents on brand partnerships, sponsorship offers, social media and personal brand.
That experience gives me perspective from both sides - what brands are looking for and what players need to understand when opportunities come their way.
Player Partnerships exists to make that information easier to find and easier to understand.
Today, Player Partnerships brings that same guidance to players at every level, their families and the hockey organizations that support them, from partnership readiness and offer evaluation to workshops for teams and families.
Looking for AI support for your sports organization?
AI implementation and executive advisory live at NickeyNorrish.com.