How much endorsement money could Owen Power make at U of Michigan?

He Lied to Mario

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May 16, 2009
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Hello everyone. I am curious as to what type of endorsement money that Owen Power could make while still in college as the #1 draft pick in the NHL draft.

There is no cap on endorsement money on the NCAA side of things AFAIK. So I'm not asking that question. But what his endorsement market value would be for the coming year if he decided to stay in college versus going directly to the NHL?

Thanks.
 
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golfortennis

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Oct 25, 2007
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The thing is, what would he endorse? A booster at Michigan may want to bankroll him, but taking a business view, what value does a hockey player at Michigan really bring? A football or basketball player, sure, but hockey? It's a small market to begin with, and then people in Minnesota and the Northeast don't care about him being #1 pick material enough to make him more valuable from a sponsorship perspective over a player at their own local schools.

I'm sure he will get something, and maybe a booster will make it rain, but from a straight business view, I don't see him nearly as valuable some might think.
 

He Lied to Mario

Registered User
May 16, 2009
388
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The thing is, what would he endorse? A booster at Michigan may want to bankroll him, but taking a business view, what value does a hockey player at Michigan really bring? A football or basketball player, sure, but hockey? It's a small market to begin with, and then people in Minnesota and the Northeast don't care about him being #1 pick material enough to make him more valuable from a sponsorship perspective over a player at their own local schools.

I'm sure he will get something, and maybe a booster will make it rain, but from a straight business view, I don't see him nearly as valuable some might think.

I was thinking more about skate and stick deals. Things that a recognizable hockey player would get. Not from the perspective of local Michigan deals. But a hockey deal where a company would want to get him based on his #1 draft status.

Or take Michigan and college hockey out of it entirely. As a Sabre and #1 pick vs. staying in school as a #1 pick and a company wanting to get to him early.

In other words what type of hockey related deals i.e. stick, skate,helmet deals does a #1 draft pick get. $50,000? $100,000? I have no idea of comparable deals.

Not as a side by side comparison but what does a Patrick Kane get vs. a Rasmus Dahlin? Obviously Power is not a generational player and will not be getting big money.

Keep in mind that these endorsements could be strictly Canada only or Buffalo only. Again not related to Michigan hockey.
 

sh724

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Jun 2, 2009
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I was thinking more about skate and stick deals. Things that a recognizable hockey player would get. Not from the perspective of local Michigan deals. But a hockey deal where a company would want to get him based on his #1 draft status.

Or take Michigan and college hockey out of it entirely. As a Sabre and #1 pick vs. staying in school as a #1 pick and a company wanting to get to him early.

In other words what type of hockey related deals i.e. stick, skate,helmet deals does a #1 draft pick get. $50,000? $100,000? I have no idea of comparable deals.

Not as a side by side comparison but what does a Patrick Kane get vs. a Rasmus Dahlin? Obviously Power is not a generational player and will not be getting big money.

Keep in mind that these endorsements could be strictly Canada only or Buffalo only. Again not related to Michigan hockey.

I see where you are trying to get to, but how many NHL superstars have significant endorsement contracts? Outside of a local deal or two there really isnt any.

No well known equipment manufacturer is going to sign a marketing agreement with a college hockey player when they arent willing to sign a high end player.

In terms of stay in school or go pro? If the goal is money, he would make substantially more as an NHL player then on a marketing agreement. Also he could go pro and sign a marketing agreement as a pro player not as a college prospect.
 

LetsGoIslanders

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Mar 6, 2005
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Not much. Michigan football players will get big contracts. Michigan hockey is number three in Ann Arbor.

Minnesota and UND hockey players will be making sweet money.
 
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He Lied to Mario

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May 16, 2009
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Not much. Michigan football players will get big contracts. Michigan hockey is number three in Ann Arbor.

Minnesota and UND hockey players will be making sweet money.
Not talking about because he is at Michigan. Talking of him as a #1 draft pick who happens to be at Michigan.

Nothing to do with local Ann Arbor deals.
 

StreetHawk

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Sep 30, 2017
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Not talking about because he is at Michigan. Talking of him as a #1 draft pick who happens to be at Michigan.

Nothing to do with local Ann Arbor deals.
He’s not a super high end player. How much exposure would a company get from a guy still in college. Power doesn’t have Manziel or Tebow notoriety playing in college that a sponsor could benefit from.

don’t imagine him getting any national deal if that’s what you are asking.
 

Burke the Legend

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Feb 22, 2012
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The thing is, what would he endorse? A booster at Michigan may want to bankroll him, but taking a business view, what value does a hockey player at Michigan really bring? A football or basketball player, sure, but hockey? It's a small market to begin with, and then people in Minnesota and the Northeast don't care about him being #1 pick material enough to make him more valuable from a sponsorship perspective over a player at their own local schools.

I'm sure he will get something, and maybe a booster will make it rain, but from a straight business view, I don't see him nearly as valuable some might think.

At minimum there will be money driven to guys like him by agents regardless of if his endorsement has any actually marketing value, although it should have some local value at least with the big sports scene there. Even his ELC could be worth 30-50k commission annually to an agent and then 4-5 years if he is trending toward being an all-star, so looking at 5-10 million deals it will be over 200-300k commission annually, so if you can entice him to sign up to do future business by paying him now it's kind of a no-brainer. I think it's still legally ambiguous for an agent to give him a direct payment but it shouldn't be hard for them to arrange some indirect payments via sponsorship from sports related companies that their agency firm already has a strong working relationship (equipment makers, beverage, etc.).
 
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GordonGraham

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Sep 12, 2009
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I could see him getting a 100 k here and there for using a certain brand of sticks/skates/sport drinks
 

golfortennis

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At minimum there will be money driven to guys like him by agents regardless of if his endorsement has any actually marketing value, although it should have some local value at least with the big sports scene there. Even his ELC could be worth 30-50k commission annually to an agent and then 4-5 years if he is trending toward being an all-star, so looking at 5-10 million deals it will be over 200-300k commission annually, so if you can entice him to sign up to do future business by paying him now it's kind of a no-brainer. I think it's still legally ambiguous for an agent to give him a direct payment but it shouldn't be hard for them to arrange some indirect payments via sponsorship from sports related companies that their agency firm already has a strong working relationship (equipment makers, beverage, etc.).

Now this is an interesting take. I hadn't considered the agent angle, but it makes complete sense. How much have the agent contact rules changed in NCAA? Or have they? Last I heard, any contact was basically verboten. But I'm sure there are millions of ways around that.
 

varsaku

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Probably not much, college hockey players are not know by even most hockey fans. The reach these players have restrict the sponsorship money they can get.
 

He Lied to Mario

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May 16, 2009
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Probably not much, college hockey players are not know by even most hockey fans. The reach these players have restrict the sponsorship money they can get.

I understand your general point and those of others that have replied. But Owen Power is not like a third line winger at RIT he's more than likely going to be the #1 draft pick in hockey and his name is known in hockey circles. There may not be huge value but there has to be some value. He did play on a World Championship team and will be watched whether he stays at Michigan or goes directly to Buffalo.
 

StreetHawk

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I understand your general point and those of others that have replied. But Owen Power is not like a third line winger at RIT he's more than likely going to be the #1 draft pick in hockey and his name is known in hockey circles. There may not be huge value but there has to be some value. He did play on a World Championship team and will be watched whether he stays at Michigan or goes directly to Buffalo.
What is your definition of "not much". Maybe Power gets $5-$10K.

Bo Nix, QB for Auburn, a big SEC school got what like $20K for a drink? Not sure on the exact figure he got. Power doesn't have that kind of reach compred to that of a starting QB in the SEC.
 

golfortennis

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Oct 25, 2007
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I understand your general point and those of others that have replied. But Owen Power is not like a third line winger at RIT he's more than likely going to be the #1 draft pick in hockey and his name is known in hockey circles. There may not be huge value but there has to be some value. He did play on a World Championship team and will be watched whether he stays at Michigan or goes directly to Buffalo.

You are going on about this as though Power were a McDavid or Crosby type talent. Being known in hockey circles doesn't mean very much, because those circles are small in the grand scheme of things. Very few people, on the whole, give a crap about NCAA hockey. So forget about reaching a broad audience. And of those who do care, it's very regional. Nobody who supports a school aside from Michigan is going to say "Owen Power endorses this, I should give it a look." (No one should with any athlete, but that is a different story.)

How much did playing on the winning team get the other guys in endorsement deals? And they are NHL players.

As was stated earlier, either a booster throws him money to stay, or more likely, an agent funnels a deal towards him with the idea of signing with said agent once he hits the NHL. But some kind of deal because he is the number one pick.... nope, nothing worth writing home about. At best, I believe I heard he has a brother or multiple brothers who are pretty good, so there could be some kind of gimmick there. But I think you are really hoping for something that isn't there.
 

He Lied to Mario

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May 16, 2009
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You are going on about this as though Power were a McDavid or Crosby type talent. Being known in hockey circles doesn't mean very much, because those circles are small in the grand scheme of things. Very few people, on the whole, give a crap about NCAA hockey. So forget about reaching a broad audience. And of those who do care, it's very regional. Nobody who supports a school aside from Michigan is going to say "Owen Power endorses this, I should give it a look." (No one should with any athlete, but that is a different story.)

How much did playing on the winning team get the other guys in endorsement deals? And they are NHL players.

As was stated earlier, either a booster throws him money to stay, or more likely, an agent funnels a deal towards him with the idea of signing with said agent once he hits the NHL. But some kind of deal because he is the number one pick.... nope, nothing worth writing home about. At best, I believe I heard he has a brother or multiple brothers who are pretty good, so there could be some kind of gimmick there. But I think you are really hoping for something that isn't there.

No I'm not going on about it as if he's a McDavid or Crosby. I just thought there would be somebody on the board that had some knowledge of actual lower end endorsement deals for NHL players. I never said about reaching a broad audience. I just wanted a realastic figure of what he could get whether that's $2,00o, some free sticks or $50,000.

I've said multiple times it has nothing to do with him playing at Michigan. He could play at Timbuktu University for the question I'm asking. He just happens to be the first in history #1 overall pick that could get ANY endorsement money and possibly stay in school That is all. I understand the position that college hockey holds in the sports landscape and I don't expect him to get a ton of money.

Not a big deal in the grand scheme of things.
 

Primary Assist

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Jul 7, 2010
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He doesn't bring his own personal brand to a sponsor, which is what the athletes who sign the biggest endorsement deals can already offer by the time they're competing in the NCAA. Athletes like the Cavinder twins for instance will be the ones who can make the most money from NIL since they already have huge influence, even though women's basketball isn't that popular of a sport for the NCAA compared to men's basketball or football.

Since hockey culture kind of actually discourages this "hey, look at me!" level of social media influence I think NCAA hockey players will be limited in the amount of money they can bring in, barring some change in the culture of the game.
 

hockeyguy0022

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Feb 20, 2016
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So is the NCAA dropping the CHL is a "professional league/pay" rule????

Your football players can make million in endorsements, but kids can't make 200 bucks a week without it being considered professional?

This would massively lower the quality of play for CHL in general. a good 18+ year old will go play NCAA as it's a WAY more relaxed schedule and more years of development in a top league. Plus better parties at school IMO. NCAA get's a seasoned kid who's just played 2-3 years of 80 game schedules.

NCAA should be going for the throat right now. Should be LOTS of mid to low level DIV 1 hockey programs chomping at the bit.
 

golfortennis

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Oct 25, 2007
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So is the NCAA dropping the CHL is a "professional league/pay" rule????

Your football players can make million in endorsements, but kids can't make 200 bucks a week without it being considered professional?

This would massively lower the quality of play for CHL in general. a good 18+ year old will go play NCAA as it's a WAY more relaxed schedule and more years of development in a top league. Plus better parties at school IMO. NCAA get's a seasoned kid who's just played 2-3 years of 80 game schedules.

NCAA should be going for the throat right now. Should be LOTS of mid to low level DIV 1 hockey programs chomping at the bit.

I would wonder though how much that would happen. How many guys are still going to want to go through the school charade while still playing hockey? And my understanding is that CHL players have no problem finding parties. Not to mention if a guy has been drafted then how does that work? Any 18 year old who is any good is drafted. If the guy goes to the NCAA, what happens with the "must go back to junior if not on big league team" rule?

I agree with you that it would complete hypocrisy to maintain the CHL rule, but I think there would be a lot of issues with jumping after 2 years.
 

Ola

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Apr 10, 2004
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He could definitely make some. More than what is speculate above is my guess.

Remember that these deals can be long term deals. Local actors in Buffalo can ink a 5 year deal with him and have it pay of down the line. There is definitely money in small business deals too, but it takes more from the athlete.
 

Burke the Legend

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Feb 22, 2012
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So is the NCAA dropping the CHL is a "professional league/pay" rule????

Your football players can make million in endorsements, but kids can't make 200 bucks a week without it being considered professional?

This would massively lower the quality of play for CHL in general. a good 18+ year old will go play NCAA as it's a WAY more relaxed schedule and more years of development in a top league. Plus better parties at school IMO. NCAA get's a seasoned kid who's just played 2-3 years of 80 game schedules.

NCAA should be going for the throat right now. Should be LOTS of mid to low level DIV 1 hockey programs chomping at the bit.

Would be a smart move for them now that the dam has broken and their previous structure of strict "amateurism" was smashed up. Some upside in this situation for the hockey programs if they drop that stance on CHL players.
 

tarheelhockey

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I'm going to go against the grain here and say college endorsements could be a really good add from an ROI perspective.

You gotta figure, a college player is going to be happy to take pretty much any amount of money you offer for an endorsement. That could be a lot more cost-efficient than signing the majority of active NHL'ers to a deal. Obviously not compared to a Crosby or Matthews, but compared to a Barkov or Landeskog? You could likely sign several college guys for what it would take to land one NHL'er, and if we're being honest these guys don't have the kind of individual "brand" that makes them hugely different from one another. Everyone outside the home market is going to view Power as having about the same level of appeal as anyone outside the top tier of NHL'ers. The biggest difference between them is how a guy with an $8M contract views a $25K endorsement deal, compared to how a college kid views it.

Plus, now you have the opportunity to hold on to that relationship as the college guys rise through NHL careers into potential stardom. If that means you get first crack at landing the next Eichel or Kariya, the early endorsement may end up paying for itself.

If I'm an equipment company, I'm all over this until the dollar figures give me a reason not to.
 

golfortennis

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Oct 25, 2007
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I'm going to go against the grain here and say college endorsements could be a really good add from an ROI perspective.

You gotta figure, a college player is going to be happy to take pretty much any amount of money you offer for an endorsement. That could be a lot more cost-efficient than signing the majority of active NHL'ers to a deal. Obviously not compared to a Crosby or Matthews, but compared to a Barkov or Landeskog? You could likely sign several college guys for what it would take to land one NHL'er, and if we're being honest these guys don't have the kind of individual "brand" that makes them hugely different from one another. Everyone outside the home market is going to view Power as having about the same level of appeal as anyone outside the top tier of NHL'ers. The biggest difference between them is how a guy with an $8M contract views a $25K endorsement deal, compared to how a college kid views it.

Plus, now you have the opportunity to hold on to that relationship as the college guys rise through NHL careers into potential stardom. If that means you get first crack at landing the next Eichel or Kariya, the early endorsement may end up paying for itself.

If I'm an equipment company, I'm all over this until the dollar figures give me a reason not to.

I see your logic. But, don't schools have apparel/equipment deals with companies? Ie., I don't know if Power can wear Bauer gloves, etc., if Michigan has a deal with Easton or CCM. I know when coaches got paid directly by shoe companies, athletes couldn't be forced to wear those shoes, but I think when it's a department wide deal they can be more forceful.

I forget if it was in this thread or the other, but someone had said agents bringing these kinds of deals might be something we see as a result of the NIL change. Kind of along the same lines as your logic about setting up the relationship right away.

Now maybe I'm too far removed from being interested in what certain athletes play, but has anyone actually been able to measure how much these endorsements pay off? Other than Michael Jordan, I can't think of anyone who moved enough product to really justify the money spent. Even Tiger Woods wasn't enough to keep Nike in the golf equipment business. I don't know that Crosby moved Rbk all that much? I suppose it's better than buying television ads, but still seems a bit of a misuse of resources. But again, I may be too far removed from where the influence can be seen.
 

tarheelhockey

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Feb 12, 2010
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I see your logic. But, don't schools have apparel/equipment deals with companies? Ie., I don't know if Power can wear Bauer gloves, etc., if Michigan has a deal with Easton or CCM. I know when coaches got paid directly by shoe companies, athletes couldn't be forced to wear those shoes, but I think when it's a department wide deal they can be more forceful.

I forget if it was in this thread or the other, but someone had said agents bringing these kinds of deals might be something we see as a result of the NIL change. Kind of along the same lines as your logic about setting up the relationship right away.

Now maybe I'm too far removed from being interested in what certain athletes play, but has anyone actually been able to measure how much these endorsements pay off? Other than Michael Jordan, I can't think of anyone who moved enough product to really justify the money spent. Even Tiger Woods wasn't enough to keep Nike in the golf equipment business. I don't know that Crosby moved Rbk all that much? I suppose it's better than buying television ads, but still seems a bit of a misuse of resources. But again, I may be too far removed from where the influence can be seen.

Yeah I don’t know how it works at this granular of a level. I assume the players can sign individual endorsement deals with equipment companies, separate from what the department negotiates. No idea about the specifics, though.

I’m just saying when you walk into an equipment shop and they have posters of guys like Rantanen and Quick on the wall, the average person who knows who those guys are probably also knows who Owen Power is. I have to think you could get the college guy’s endorsement a lot cheaper, and I agree that the difference in sales must be pretty negligible.
 

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