The National Hockey League Players’...

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College Hockey

“If I had kids there would be no question they’d go the same route.

It was the best four years of my life. And the other guys who have

gone to college would tell you the same thing. I couldn’t be happier

with the way everything turned out!” Adam Burish

NCAA National Champion – University of Wisconsin

Stanley Cup Champion – Chicago Blackhawks

College Hockey Inc.

• Formed in partnership with USA Hockey

• CHI represents all 59 NCAA schools that offer DI men’s hockey

• Unique challenges presented by NCAA

• Lack of awareness in newer hockey regions

College Hockey Inc.

Three Regional Offices

Minnesota / Massachusetts / Michigan locations allow for maximum

efficiency.

• Meet with college coaches and administrators

• Build relationships with NHL General Managers and other key contacts

• Educate and create influential relationships with USNTDP players,

prospects, and opponents

• Reinforce USA Hockey & College Hockey Inc. partnership

• Make more impressions on athletes and families

• Minimize expenses – travel, low rent, etc.

College Hockey in 2013

301 NCAA developed players in the NHL!

• 31% of all NHL players in 2011-12

• 43% growth in 8 years!


12 NHL GMs have an NCAA background

• 14 NHL GMs have a CHL background

• 4 NHL GMs have neither NCAA or CHL


What states are players coming from?

31

33

35

39

40

59

66

69

86

103

131

182

15

34

20

25

19

20

51

47

101

185

122

204

0 50 100 150 200

Ohio

Connecticut

Colorado

Wisconsin

New Jersey

California

Illinois

Pennsylvania

New York

Massachusetts

Michigan

Minnesota

2003

2013

10-Year

Change

-11%

+7%

-44%

-15%

+32%

+29%

+195%

+110%

+56%

+75%

-3%

+107%


What states are players coming from?

612

391

2003

Top 4 States

Other 46

502

576

2013

The CHL in 2013

Americans in the CHL

45

73

103 100

120 118 121 131 129

110 118

0

20

40

60

80

100

120

140

The CHL in 2013


(by home state)

1

2

3

4

5

6

8

11

12

21

0 5 10 15 20 25

KS, MA, MD, MO, ND, NV, VA

AK, CT, ID, MT, NC, WI

WA

CO, NY

AZ, OH

FL, PA, TX

MN, NJ

IL

CA

MI

The CHL in 2013


(by home state)

36

54

27

0 10 20 30 40 50 60

States with NCAA / no CHL (AK, CO,

CT, MA, MN, ND, NJ, NY, OH, WI)

States without NCAA teams (AZ, CA,

FL, ID, IL, KS, MD, MO, MT, NC,

NV, TX, VA, WA)

States with NCAA and CHL (MI, PA)

Long term solution

“I’m from St. Cloud, so I watched St. Cloud State from when I was six years old. It

becomes ingrained in your mind that you want to play college hockey someday. When

you have no level between high school and professional hockey in your area, it’s hard

for kids to associate hockey with playing the sport in college. It’s great to be able to

go somewhere, get a great education and play your hockey there.”

Nate Schmidt

Washington Capitals and University of Minnesota

Long term solution

• Absolutely necessary

• Key areas – Illinois, California, other

western states

• Easily said….not so easily done o Facilites

o Operating expense

o Scholarships

o Gender equity

• Now more than ever! o Eight non-hockey Big Ten schools

o Importance of TV content to certain

conferences

o Recent examples of a school raising it’s national profile

– Quinnipiac, St. Cloud St., Ferris State, RIT, etc.

o Unique opportunity for DII school to compete at DI

Until then….tell our story

CHI’s primary targets:

• 14-15 year old player o Focus is on hockey

• Their parents o Focus remains on hockey, however more emphasis placed on

academics, personal growth, etc.

CHI Educational Events & Communication

More players….more places

1. USA Hockey District 14 Festivals

2. Other events in U.S.

3. Social media

4. Other marketing

CHI Educational Events

USA Hockey District 14 Festivals

• 10 total District Festivals for top 14-year olds

o 1,200 total players

• New approach for CHI in 2013 o USA Hockey endorsed

o Better player pool

o In front of more players

o On-site marketing opportunities

o Reduces necessity of college coaches attending

Still welcome and encouraged to attend

o Further reinforce our relationship with USA Hockey



• Central (Ames, IA) - June 16

• Mid-Am (Sylvania, OH) - June 16

• Pacific, Rocky Mnt., No. Plains (Colorado Springs) - June 22

• Michigan (Sault St. Marie) - June 26

• Massachusetts (Ashburnham) - June 26

• Southeast (Nashville) - July 7

• New York (Oswego) - July 8

• New England (Durham, NH) - July 9

• Atlantic (Lawrenceville, NJ) - July 26

• Minnesota – September 27

.

Attended and presented at:

• Bauer World Tournament – Chicago

• AAA 1998/1999 World Tournament – Denver

• Notre Dame Bantam Tournament – South Bend, IN

• USAH NTDP Tryout Camp – Ann Arbor

• Frozen Four event – Pittsburgh

• USAH Minnesota District 16/17 Festival – Minneapolis

• CCM Showcase – Denver

• Reebok LA Jr. Kings College Hockey Showcase – Los Angeles

• USAH Minnesota District 15 Festival – St. Cloud

• USAH National 17 Camp – Buffalo



• Philadelphia Amateur Hockey Combine - Philadelphia


Other United States Events

College Hockey and USA Hockey

1962 • One American in the NHL

• Two college players in the NHL

1987 • 95 Americans in the NHL

• 110 college players in the NHL (estimate)

*2012 • 220 Americans in the NHL

• 301 college players in the NHL

*There are 30% more 8U kids playing hockey today than

there were in 1997

Keep telling the story!

“If I had kids there would be no question they’d go the same route.

It was the best four years of my life. And the other guys who have

gone to college would tell you the same thing. I couldn’t be happier

with the way everything turned out!” Adam Burish

NCAA National Champion – University of Wisconsin

Stanley Cup Champion – Chicago Blackhawks


THANK YOU!

How can we improve?

collegehockeyinc.com

@collegehockey

Your college hockey partner

Telling the College Hockey Story

Marketing Materials

Tell ing the College HockeyStory

CollegeHockeyInc.com

Content

Serve hard-core fans: • Stats, live scoring

• Alumni stories

Serve prospective players: • Developing Story, Recruiting Tips

• FAQ and other resources

Miscellaneous: • Infographics

• Podcasts

Growing Audience

234,035 visits from January - March, more than double last year


Social Media

• 18,000 Twitter Followers (@collegehockey)

o 91% increase in one year

• 3,600 Facebook Likes (@collegehockey)

o 33% increase in one year


Television

Added national presence

• 150+ games on NBC Sports Net, CBS Sports Net, BTN, RSNs

More games in Canada than ever before

• The Score, CBS Sports Net, BTN, etc.

• Need help to get Frozen Four coverage

• Meeting with TSN / NHL Network

More recognition of alums in NHL coverage

• Doc Emrick, Pierre McGuire, Dave Strader – NBC Sports Network

• NHL Network


Traditional Media

Advertising / Arranged Content

• The Hockey News section

• NHL Network Radio weekly segment

• The Pipeline Show

• Hockey on Campus

Story ideas that generated coverage

• Grantland.com

• CBC

• Yahoo! Puck Daddy

• New York Times

• The Hockey News

• ESPN.com

• Globe & Mail


Electronic Communication

Prospective Players • 3,000+ recipients of monthly email newsletter

USA Hockey Initiatives • Emails to all boys players, 13-18

• Emails to youth coaches

• Emails to entire membership

Coaches Newsletter • Consistent communication with coaches/ADs

Miscellaneous • Weekly media storylines

• Friends of college hockey


Direct Communication

CHL Draft Picks • Letters / brochures to each American

taken in OHL / QMJHL / WHL drafts

Elite American Players • Letters from David Poile to 3000

participants in USA Hockey

Development camps/


Research

Find honest insight into what truly dictates behavior • 2013-14 season

• Canisius players

• Targeted

o USNTDP players/parents

o Undecided players/parents

o College players

o CHL players

o Geographical differences – US traditional, US non-traditional, Canadian, etc.

The National Hockey League Players’...

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