Connor Bedard is big business for the Western Hockey League
Connor Bedard has been taking the hockey world by storm, selling out multiple games on the Regina Pats Alberta road trip, but has the Western Hockey League (WHL) reckoned with his impact?
“If you were to look at the overall contribution that he's making, to me, it would be in the millions of dollars,” said Edwards School of Business' Dean Keith Willoughby.
That added revenue comes through enhanced ticket sales, which in turn creates more money in parking, merchandise, concessions sales and other revenue streams, says Willoughby.
Bedard sold out the Saddledome last Wednesday, bringing in over 16,000 fans.
To put that into perspective — the Calgary Flames had only sold out the Saddledome four times prior to that.
On Friday, he sold out a game in Lethbridge forcing the club to start selling standing room-only tickets, and on Saturday packed Medicine Hat’s Arena with over 6,100 fans.
“There's a tremendous impact that Connor Bedard provides, obviously to the Western Hockey League, and more specifically to the Regina Pats,” Willoughby said.
His fame has built off his success at the nationally televised World Junior Championship, where he helped Team Canada capture a gold medal. He is a projected number one pick for the 2023 NHL Draft, creating a buzz fans want to see, according to CKM Sports Management agent Cliff Mander.
“He's getting obviously an awful amount of notoriety and I think something he's experiencing that he's going to remember for the rest of his life.”
Mander represents young NHL prospects and he says there could have been more done to maximize the monetization of the young superstar.
“I think there's definitely money still left on the table,” said Mander. “There's definitely opportunities for a player like him, no matter his age, whether it's cars, insurance, food, you name it. He's quite a large brand already.”
According to Mander, NHL players can make in the millions of dollars in endorsement deals, which Bedard could be in line for with the notoriety he is creating for himself in the WHL. Bedard is allowed endorsement deals right now.
Mander wants to see the governing body for the WHL, the Canadian Hockey League, do more to help players earn endorsements.
“I think this is a new conversation where there's a next level of marketing,” said Mander. “There's a next level of endorsements and financial rewards obviously for the player and their families that the leagues I think just have to acknowledge and get ahead of it.”
Bedard signed a Western Hockey League standard player agreement contract, which provides him with league exposure, and a fully guaranteed scholarship along with many other perks.
Mander argues Bedard’s value to the league is much more.
“I would say $1.5M,” he said.
After seeing the 17-year-old Bedard help many franchises increase revenue where he played, Mander says the next Bedard might have some leverage to gain a piece of the pie.
“The onus is on the league and the team to acknowledge that, and in special circumstances like this, and that they're open to it” said Mander. “Have those conversations with the players' representation and get ahead of it.”
Bedard and the Pats come to Saskatoon to take on the Blades March 19th.
CTVNews.ca Top Stories
Ottawa public school board, 3 Toronto-area school boards launch lawsuit against social media giants
The Ottawa-Carleton District School Board and three school boards in the Toronto-area have launched legal action against social media giants, accusing them of "disrupting students' fundamental right to education."
Several flight attendants from Pakistan have gone missing after landing in Canada
Multiple flight attendants from Pakistan International Airlines have abandoned their jobs and are believed to have sought asylum in Canada in the past year and a half, a spokesperson for the government-owned airline says.
Tipping is off the table at this Toronto restaurant
A Toronto restaurant introduced a surprising new rule that reduced the cost of a meal and raised the salaries of staff.
Rainfall warnings of up to 90 mm among weather alerts in effect for 7 provinces
Rainfall warnings of up to 90 millimetres, air quality advisories and other alerts have been issued for seven Canadian provinces, according to the latest forecasts.
King Charles calls for acts of friendship in first public remarks since Kate's cancer diagnosis
King Charles III gave public remarks for Maundy Thursday, addressing the importance of acts of friendship, following his and Catherine, Princess of Wales’ cancer diagnoses.
A Nigerian woman reviewed some tomato puree online. Now she faces jail
A Nigerian woman who wrote an online review of a can of tomato puree is facing imprisonment after its manufacturer accused her of making a “malicious allegation” that damaged its business.
Ukrainian child asylum seekers in St. John’s get class of their own
Roughly 50 children will gathered in a St. John’s classroom for the first time on Saturday for unique lessons on Ukrainian language, culture and history.
Donald Trump assails judge and his daughter after gag order in N.Y. hush-money criminal case
Donald Trump lashed out Wednesday at the New York judge who put him under a gag order that bars him from commenting publicly about witnesses, prosecutors, court staff and jurors in his upcoming hush-money criminal trial.
A fight to protect the dignity of Michelangelo's David raises questions about freedom of expression
Michelangelo's David has been a towering figure in Italian culture since its completion in 1504. But in the current era of the quick buck, curators worry the marble statue's religious and political significance is being diminished.