College sports are always shifting, but the arrival of Name, Image, and Likeness (NIL) deals has really shaken things up. Nowhere is this more obvious than in NCAA hockey, where top recruits like Gavin McKenna are getting attention for both their skills and the big NIL packages they’re landing.
Let’s dig into McKenna’s recruitment, how NIL is changing college hockey, and how programs are figuring out this new world.
The Recruitment of Gavin McKenna
Gavin McKenna, a seriously sought-after recruit, made waves by committing to Penn State University. When he visited in July, head coach Guy Gadowsky pulled out all the stops—campus tour, a deep dive into Pegula Ice Arena, and plenty of talk about nutrition and strength training.
McKenna’s fascination with nutrition and conditioning came up a lot. The facilities at Penn State clearly made an impression, but it wasn’t just about the building or the gear.
Factors Influencing McKenna’s Decision
Several things nudged McKenna toward Penn State:
- Penn State’s recent success: Their unexpected Frozen Four run in April definitely helped.
- Gut feeling: McKenna said he’d had a good feeling about Penn State since January. Sometimes you just know, right?
- NIL Package: There were rumors of a $700,000 deal, though Gadowsky pushed back on that number.
The Role of NIL in College Hockey
NIL deals have thrown a whole new variable into college hockey. Penn State, with its big alumni network and strong brand, is using NIL to draw in top players. But not every program is jumping in headfirst.
Different Approaches to NIL
Coaches across the country have pretty different takes on NIL:
- Western Michigan: Coach Pat Ferschweiler pointed out that they haven’t used NIL dollars yet, even after winning a national title.
- Minnesota: Bob Motzko said NIL should be about athletes making money off their own name, image, and likeness—not just a fancy way to pay players.
- Michigan State: Jared DeMichiel talked about how tricky it is to balance NIL deals for freshmen and returning players.
It’s clear there’s no one-size-fits-all approach. Every program seems to be feeling its way through.
Challenges and Opportunities
NIL deals bring both headaches and opportunities. Some schools are using NIL to land big recruits, while others are more hesitant. It’s a bit of a Wild West situation right now.
Balancing Act
Programs are walking a tightrope—trying to offer enough to attract new talent without alienating the players who’ve already put in the work. Western Michigan, for example, hasn’t handed out NIL money to freshmen. They’re aiming for a model that rewards loyalty and performance as time goes on.
Maintaining Culture
Coaches like DeMichiel and Denver’s David Carle really stress team culture. They warn that leading with money in recruiting talks can backfire, hurting long-term chemistry and maybe even the program’s identity.
The Future of NIL in College Hockey
Honestly, nobody knows exactly where NIL is headed in college hockey. Coaches and administrators are still trying to figure out how to stay competitive without selling out their values.
Adapting to Change
Some programs, like Denver and North Dakota, are even hiring full-time general managers just to handle recruiting, NIL, and revenue sharing. That frees up coaches to focus on the game itself, while the business side gets handled by someone else. It’s a big shift, but maybe it’s what the times call for.
Looking Ahead
The college hockey world is still figuring out the NIL era. Changes are coming fast, and it’s honestly a bit wild to watch.
Programs have to stay nimble. They need to use what makes them special, but also not lose sight of who they are at the core.
If you’re curious about how NIL is shaking up college hockey, or want to follow Gavin McKenna’s recruitment, there’s a deeper dive over at the New York Times.
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