College Hockey’s New Era

The college hockey landscape is undergoing a major transformation. With the rise of Name, Image, and Likeness (NIL) rights, top athletes are no longer choosing between education and earning power. They’re beginning to have both.

A prime example is Gavin McKenna, an elite NHL prospect projected to go first overall in the 2026 Draft. He will spend his draft-eligible year at Penn State, reportedly earning $700,000 through NIL partnerships. While few players will command that kind of deal, McKenna’s case marks a new era. College hockey is no longer just a stepping stone as it’s becoming a destination.

At POLARIS, we believe that NIL isn’t just a financial opportunity but a career launchpad. For student-athletes and their families, this moment is about more than money. It's about using NIL to build a meaningful, lasting future beyond sports.

College Hockey's New Competitive Edge

Top-tier college programs are investing heavily in facilities, nutrition, academic support, and now NIL. These resources rival and sometimes surpass what NHL entry-level players experience. In this environment, student athletes can develop on and off the ice while building a personal brand and earning real compensation.

Many athletes will soon realize they can delay signing with a professional team, particularly if the franchise holding their rights isn’t an ideal fit. Why rush when you’re being paid, supported, and developing in a strong NCAA program? This shift offers players more leverage and more options than ever before.

How Student Athletes Can Use NIL to Launch Their Career

While financial gains grab headlines, the real value of NIL is in setting yourself up for long-term success. At POLARIS, we encourage student athletes to think strategically about how they engage with NIL:

1. Build a Brand That Reflects Who You Are

NIL allows athletes to tell their story and highlight what makes them unique on and off the ice. Your personality, values, and interests matter just as much as your stats.

Actionable Tip:
Think beyond hockey. Are you passionate about youth mentorship, nutrition, or entrepreneurship? Start building a brand around what matters to you.

2. Choose Long-Term Partnerships Over Quick Wins

Sustainable success comes from aligning with brands that reflect your goals and values. These partnerships can open doors long after your playing days are over.

Actionable Tip:
Focus on authentic relationships, not just paycheck opportunities. Long-term credibility builds trust whether it’s with fans, recruiters, and future employers.

3. Network With Purpose

Every NIL interaction is a networking opportunity. Whether it’s a local business deal or a national campaign, you’re expanding your professional circle.

Actionable Tip:
Attend events, connect with mentors, and approach every NIL opportunity as a chance to build relationships that support your future career.

4. Learn Business and Marketing Skills

Managing your NIL presence helps you develop practical and transferable skills. From personal finance and branding to social media and content strategy, the skills acquired will help you throughout your career.

Actionable Tip:
Take a business or marketing course. Use your NIL experience to grow real-world skills that make you career-ready beyond sports.

5. Balance is Key

Remember: academics and athletic development are still your foundation. NIL should support—not distract from—your primary goals. Master your craft!

Actionable Tip:
Create a routine that prioritizes school, sport, and self-care. NIL is a tool, not the goal.

A Strategic Shift for Athletes and Programs Alike

This new model will also impact how NHL teams draft and manage young talent. With NIL making the college experience more attractive, some players may choose to wait until their rights expire before turning pro. As a result, college programs that embrace NIL will become magnets for elite talent, able to offer the full package: development, education, and earnings.

Final Takeaway: NIL is More Than a Payday—It’s a Platform

Gavin McKenna’s NIL deal represents more than a moment, it marks a shift in how student-athletes can take control of their future. Whether you're a top NHL prospect or just beginning your recruitment journey, the opportunities to learn, grow, and prepare for life after sports are greater than ever.

At POLARIS Student Athlete Consulting, we help families navigate these changes with clarity, strategy, and purpose. NIL is not just about now—it’s about next.

Let’s make sure you’re ready.