Thinking about a career in hockey? Your opportunity starts here.

The business of hockey is more competitive than ever. From team operations to scouting, media, analytics, and player representation, breaking into the industry requires more than passion—it demands proximity, preparation, and powerful connections.

That’s exactly what the SMWW Hockey Career Conference delivers.

Taking place June 26–28 in Los Angeles, this year’s event is strategically aligned with NHL Draft Week, providing attendees with unprecedented access to key decision-makers in the hockey world.

Here’s what makes this conference different:

1. NHL Draft Tickets Included

All attendees will receive access to all seven rounds of the NHL Draft. This behind-the-scenes vantage point puts you inside the energy and excitement of hockey’s biggest event.

2. Learn from the Pros

SMWW is proud to announce a growing roster of high-impact speakers, including:

• Chris Burkett, Vice President, League Operations – PWHL
• Mike Oke, General Manager – Peterborough Petes
• Doug MacLean, Former NHL President, GM & Head Coach
• Dino Caputo, Regional Scout – Penticton Vees
• EJ Hradek, Senior Reporter – NHL Network
• Dr. Lynn Lashbrook, SMWW President & Sports Agent

With more speakers to be announced, this lineup offers direct insights into the inner workings of hockey careers at the highest level.

3. Intimate, High-Access Environment

This is not a convention center cattle call. The Hockey Career Conference is purposefully small to ensure attendees can ask real questions, build authentic connections, and leave with actionable next steps.

4. For Anyone Looking to Work in Hockey

Whether you're interested in becoming a GM, agent, scout, or sports broadcaster—or you're still figuring out where you fit—this conference will give you a clearer path forward, a stronger network, and inspiration to keep going.

5. A Track Record of Impact

SMWW alumni work for NHL teams, junior clubs, media outlets, and player agencies across North America. Many got their first foot in the door by showing up at events just like this one.

Event Details: Dates: June 26–28, 2025 Location: LA LIVE, Los Angeles Hosted by: Sports Management Worldwide (SMWW) Includes: Admission to all 7 rounds of the NHL Draft

Want to work in hockey? Start here. Spots are limited, and registration is now open. Learn more and secure your seat today: SMWW.com/conferences/nhl-draft-sports-career-conference

Follow SMWW on LinkedIn for speaker announcements, alumni success stories, and insider tips for launching your sports career.

 

A career in sports sounds glamorous—sideline passes, championship rings, access to the pros. But if you’ve been in the industry as long as I have, you know the truth: glamour doesn’t get you the job. Grit does.

Behind every big moment is a long stretch of hard work no one sees. Early mornings. Late nights. Running errands. Taping ankles. Packing gear. Writing reports. Getting coffee. Doing the little things well—over and over again.

And that’s what separates the dreamers from the doers.

The people who make it in this business aren’t always the most talented or the most connected. They’re the ones who show up, stay late, and say yes to the jobs no one else wants to do.

I remember a young man who volunteered to help at one of our career conferences. He wasn’t there to impress anyone—he just wanted to learn. He helped set up tables, greet attendees, and run the mic during Q&As. Today, he’s working full-time with a professional sports team. Why? Because someone noticed his work ethic.

Grit means you don’t quit when it gets hard. You ask questions. You fail forward. You figure it out and come back stronger. You stick with it—even when the role isn’t glamorous. Especially when it isn’t.

This industry will test you. But if you can do the hard, uncelebrated things with excellence, you’ll earn respect. And that respect turns into trust. And trust turns into opportunity.

So, if you're chasing the dream, don’t get distracted by the flashy stuff. Stay focused. Be gritty. And remember—every championship is built on the stuff no one applauds.

— Dr. Lynn Lashbrook President, Sports Management Worldwide

Course Overview:

Step into the high-stakes world of sports finance with SMWW’s 8-week online course on Salary Cap Analysis and Contract Negotiation. Led by industry veterans Joel Corry and Nick Polk, this program offers an in-depth exploration of salary cap mechanics, collective bargaining agreements (CBAs), and the art of contract negotiation across major sports leagues. Whether you're aiming to become a sports agent, front office executive, or sports journalist, this course equips you with the essential tools to navigate and influence player contracts and team financial strategies.

What You’ll Learn:

• Salary Cap Fundamentals: Master the rules, exceptions, and intricacies of salary caps in the NFL, NBA, NHL, MLS, and more.

• Collective Bargaining Agreements: Understand the structure and impact of CBAs on team operations and player negotiations.

• Contract Negotiation Strategies: Learn how to leverage salary cap knowledge to negotiate favorable terms for clients or teams.

• Financial Analysis for Player Contracts: Analyze and interpret player contracts to assess their impact on team budgets and cap space.

• Market Valuation Techniques: Develop skills to establish and evaluate market value for players, aiding in informed decision-making.

Why Learn from Joel Corry and Nick Polk:

• Joel Corry: A former NFL and NBA agent with over 16 years of experience, Joel has negotiated contracts for Hall of Famers like John Randle and Shaquille O'Neal. He now shares his expertise as a CBS Sports columnist and frequent media contributor. 

• Nick Polk: Current Associate Athletic Director and GM for Florida Gators and former Director of Football Operations for the Atlanta Falcons, Nick brings a wealth of front office experience, providing students with practical insights into team management and contract strategy.

Ideal For:

• Aspiring sports agents and player representatives

• Front office professionals in sports organizations

• Sports journalists and analysts covering player contracts and team finances

• Individuals pursuing careers in sports management or operations

Course Highlights:

• Interactive Learning: Engage in live Zoom sessions with Joel Corry and Nick Polk, offering direct mentorship and real-time feedback.

• Hands-On Experience: Apply theoretical knowledge through practical exercises, including contract analysis and negotiation simulations.

• Career Advancement: Enhance your resume with a certificate from a recognized industry leader, showcasing your expertise in sports contract negotiation and salary cap management.

Get Started:

Embark on your journey into the financial side of sports by enrolling today. For more details and to sign up, visit the SMWW Salary Cap and Contract Negotiation course.

Course Overview:
Step into the future of sports performance and strategy with our 8-week online course in Sports Analytics & AI, led by Ari Kaplan, a recognized leader in data science and AI. This course offers hands-on experience in applying data-driven insights to enhance team performance, player evaluation, and strategic decision-making across various sports. Learn how to leverage advanced analytics and AI tools to gain a competitive edge in the sports industry.

What You’ll Learn:

• Data Analysis Techniques: Master the fundamentals of data analysis, including statistical methods and machine learning algorithms, to interpret sports data effectively.

• AI Applications in Sports: Explore how artificial intelligence is transforming player performance analysis, injury prediction, and game strategy development.

• Advanced Analytics Tools: Gain proficiency in using industry-standard tools and platforms, such as Databricks, to process and analyze large datasets.

• Real-World Case Studies: Examine case studies from professional sports teams to understand how analytics and AI are applied in real-world scenarios.

Why Learn from Ari Kaplan:
Ari Kaplan is the Head of Evangelism at Databricks and has been recognized as a "Data and AI Leader of the Year." With extensive experience in data science and AI, Ari has worked with various sports organizations to implement data-driven strategies that enhance performance and decision-making. His expertise provides students with invaluable insights into the intersection of data science and sports.

Ideal For:

• Aspiring sports data analysts

• Professionals interested in sports technology and innovation

• Individuals looking to transition into the sports analytics field

• Students seeking to enhance their understanding of AI applications in sports

Course Highlights:

• Interactive Learning: Engage in live Zoom sessions with Ari Kaplan, offering direct mentorship and feedback.

• Real-World Applications: Work on projects that mirror the challenges and opportunities in sports analytics and AI.

• Career Advancement: Enhance your resume with a certificate from a recognized industry leader.

Get Started:
Embark on your journey into sports analytics and AI by enrolling today. For more details and to sign up, visit the SMWW Sports Analytics & AI course.

Course Overview:
Embark on an 8-week journey into the world of sports administration with Mushtaque Mohammed, a seasoned expert with over 35 years of experience. This online course offers a comprehensive exploration of the essential skills needed to manage and lead sports organizations effectively. From governance to event planning, you'll gain practical knowledge applicable to various sports entities, including Olympic committees, collegiate programs, and non-profit organizations.

What You’ll Learn:

• Business Essentials: Develop a strong foundation in the critical business skills sought after by sports organizations.

• Promotions and Marketing: Learn successful promotional strategies and delve into sports marketing techniques.

• Facility Management: Explore the intricacies of managing sports facilities, stadiums, and arenas.

• Event Management: Master the art of planning and executing successful sports events.

• Governance and Policies: Understand the governance structure of sports organizations and learn to make effective policy decisions.

• Budgeting and Resource Allocation: Acquire skills in managing budgets and resources efficiently.

• Personnel Management: Learn best practices for hiring, firing, and managing personnel within sports organizations.

• Community Engagement: Discover the importance of community relations and fan engagement in sports management.

Why Learn from Mushtaque Mohammed:
Mushtaque Mohammed is the Vice President of the International Volleyball Federation (FIVB) and has been deeply involved in sports administration for over three decades. His extensive experience includes leadership roles with the Trinidad and Tobago Volleyball Federation and the Trinidad and Tobago Olympic Committee. Mushtaque's global perspective and hands-on approach provide students with invaluable insights into the complexities of sports management.

Ideal For:

• Aspiring sports administrators

• Event coordinators in the sports industry

• Facility managers

• Individuals interested in sports governance and policy-making

Course Highlights:

• Interactive Learning: Engage in live Zoom sessions with Mushtaque Mohammed, offering direct mentorship and feedback.

• Real-World Applications: Work on projects that mirror the challenges and opportunities in sports administration.

• Career Advancement: Enhance your resume with a certificate from a recognized industry leader.

Get Started:
Embark on your journey into sports administration by enrolling today. For more details and to sign up, visit the SMWW Sports Administration course.

Course Overview:
Step into the dynamic world of sports broadcasting with Dei Lynam, a seasoned professional who has spent decades covering major sports events. This 8-week online course offers hands-on experience in creating compelling sports content across various platforms. Learn how to craft engaging play-by-play commentary, manage live broadcasts, and produce content that resonates with audiences and enhances team branding.

What You’ll Learn:

• Live Sports Broadcasting: Understand the process of developing content that aligns with a team's brand and engages its audience.

• Social Media Management: Learn best practices for managing and growing a team's presence on social platforms.

• Brand Storytelling: Discover how to tell compelling stories that connect with fans and build a team's identity.

• Production Techniques: Gain insights into the technical aspects of content production, including video editing and live streaming.

Why Learn from Dei Lynam:
With over two decades in the sports broadcasting industry, including roles with Comcast SportsNet and the Philadelphia 76ers, Dei Lynam has been instrumental in transforming the team's media presence. Her extensive experience provides students with invaluable industry insights and practical knowledge.

Ideal For:

• Aspiring sports broadcasters

• Social media managers in the sports industry

• Content creators and video producers

• Individuals interested in sports marketing and branding

Course Highlights:

• Interactive Learning: Engage in live Zoom sessions with Dei Lynam, offering direct mentorship and feedback.

• Real-World Applications: Work on projects that mirror the challenges and opportunities in sports broadcasting.

• Career Advancement: Enhance your resume with a certificate from a recognized industry leader.

Get Started:
Embark on your journey into sports broadcasting by enrolling today. For more details and to sign up, visit the SMWW Sports Broadcasting course.

Course Overview:
Embark on an 8-week journey into the dynamic world of sports sales and marketing with Jim Van Dam, a seasoned professional leading the Indianapolis Colts' ticket sales and service operations. This online course offers practical insights into the strategies and techniques that drive revenue and fan engagement in the sports industry. Learn how to develop effective sales campaigns, manage client relationships, and utilize marketing tools to enhance brand presence.

What You’ll Learn:

• Sales Strategy Development: Understand the process of creating and implementing sales strategies that align with organizational goals.

• Client Relationship Management: Learn best practices for building and maintaining strong relationships with clients and stakeholders.

• Marketing Campaign Execution: Discover how to design and execute marketing campaigns that resonate with target audiences.

• Revenue Generation Techniques: Gain insights into various methods of generating revenue through ticket sales and other channels.

Why Learn from Jim Van Dam:
With extensive experience in the sports industry, including roles with the Detroit Pistons and Tampa Bay Lightning, Jim Van Dam brings a wealth of knowledge to this course. His leadership at the Indianapolis Colts has been instrumental in driving ticket sales and enhancing fan engagement, providing students with invaluable industry insights.

Ideal For:

• Aspiring sports sales professionals

• Marketing specialists in the sports industry

• Individuals interested in fan engagement and revenue generation strategies

Course Highlights:

• Interactive Learning: Participate in live Zoom sessions with Jim Van Dam, offering direct mentorship and feedback.

• Real-World Applications: Work on projects that mirror the challenges and opportunities in sports sales and marketing.

• Career Advancement: Enhance your resume with a certificate from a recognized industry leader.

Get Started:
Take the first step towards a career in sports sales and marketing by enrolling today. For more details and to sign up, visit the Sports Sales & Marketing course page.

Course Overview:
Dive into the dynamic world of sports media with Bryan Harper, a seasoned professional who leads the Minnesota Vikings' content and production team. This 8-week online course offers hands-on experience in creating compelling sports content across various platforms. Learn how to craft engaging videos, manage social media strategies, and produce content that resonates with fans and enhances team branding.

What You’ll Learn:

• Content Creation & Strategy: Understand the process of developing content that aligns with a team's brand and engages its audience.

• Social Media Management: Learn best practices for managing and growing a team's presence on social platforms.

• Brand Storytelling: Discover how to tell compelling stories that connect with fans and build a team's identity.

• Production Techniques: Gain insights into the technical aspects of content production, including video editing and live streaming.

Why Learn from Bryan Harper:
With over 17 seasons in the NFL, including 14 with the Minnesota Vikings, Bryan Harper has been instrumental in transforming the team's media presence. He initiated the creation of the Vikings Entertainment Network and has been a key figure in the development of U.S. Bank Stadium's content strategy. His extensive experience provides students with invaluable industry insights and practical knowledge.

Ideal For:

• Aspiring sports media professionals

• Social media managers in the sports industry

• Content creators and video producers

• Individuals interested in sports marketing and branding

Course Highlights:

• Interactive Learning: Engage in live Zoom sessions with Bryan Harper, offering direct mentorship and feedback.

• Real-World Applications: Work on projects that mirror the challenges and opportunities in sports media.

• Career Advancement: Enhance your resume with a certificate from a recognized industry leader.

Get Started:
Embark on your journey into sports media by enrolling today. For more details and to sign up, visit the SMWW Sports Media & Content Strategy course

The NIL (Name, Image, and Likeness) course brings a unique blend of real-world experience and cutting-edge industry insight. Learn how athletes can leverage their name, image, and likeness to create sponsorships, build their personal brands, and navigate the rapidly evolving NIL landscape. In this course, you’ll gain essential knowledge from Greg Glynn, the course instructor, who brings years of experience in sports marketing, NIL negotiations, and athlete branding. As a seasoned expert, Greg will guide you through the key strategies to succeed in NIL and athlete marketing.

What Can You Expect from This Course?
Instruction from Experienced Industry Experts
Gain insights from professionals who have worked with top athletes and brands, negotiating NIL deals, crafting brand strategies, and navigating the complex world of athlete marketing.

In-Depth Knowledge of NIL
Learn how to help athletes capitalize on their name, image, and likeness through partnerships, endorsements, and digital platforms. Understand the legal landscape and strategies to maximize earnings while maintaining compliance with NCAA, state, and federal guidelines.

Weekly Live Zoom Chats and Mentorship
Engage with instructors in live, interactive video chats. Receive feedback on your own NIL strategies and connect with fellow students passionate about shaping the future of athlete marketing.

Why Learn from Greg Glynn?
Greg Glynn, a recognized expert in sports marketing and NIL, brings invaluable experience to this course. With a background in building athlete brands and negotiating NIL agreements, Greg has worked with athletes across various sports to enhance their marketability and generate revenue from their personal brand.

Greg's expertise includes:

• NIL Strategy Development: Guiding athletes in building long-term strategies that align with their values and maximize NIL opportunities.
• Sponsorship and Endorsement Negotiations: Crafting tailored NIL deals between athletes and brands, ensuring mutually beneficial relationships.
• Compliance and Legal Frameworks: Helping athletes understand the complexities of NIL regulations and how to navigate them responsibly.

What Jobs Will This Course Prepare You For?

• NIL Consultant for Athletes
• NIL Deal Negotiator
• Athlete Brand Manager
• Sponsorship and Endorsement Coordinator
• Social Media Strategist for Athletes
• Digital Marketing Expert for Sports Brands

Why Learn from Industry Experts?

• Proven Industry Experience: Our instructors, including Greg Glynn, have real-world experience working with athletes and brands to maximize NIL potential, ensuring students learn from proven professionals.
• NIL and Digital Expertise: You'll gain a thorough understanding of NIL regulations, digital branding, and social media strategies to enhance an athlete's personal brand.
• Professional Credibility: Learning from top professionals in the NIL space equips you with the knowledge and credibility to succeed in athlete representation and marketing.
• Network Access & Career Tools: This course also offers resume enhancement, one-on-one feedback, and access to SMWW's global network of alumni and sports professionals.

Learn directly from Greg Glynn, an expert in the field, and gain the skills, strategies, and confidence to excel in the growing world of Name, Image, and Likeness opportunities.

Sign up now and begin your journey toward becoming a leader in the NIL space!

For more details and to enroll, visit: SMWW's NIL Course

The Athlete Marketing and Branding course brings a unique blend of real-world experience and cutting-edge industry insight. Learn how top athletes build their personal brands, create sponsorships, and navigate the marketing side of their careers. In this course, you’ll gain essential knowledge from Larry Lundy, the course instructor, who brings over 20 years of experience in athlete representation and branding. As a seasoned expert, Larry will guide you through the key strategies for success in sports marketing and branding.

What Can You Expect from This Course?
Instruction from Experienced Industry Experts
Gain insights from professionals who have worked with top athletes, negotiating sponsorship deals, building brand strategies, and marketing athletes across multiple platforms.

In-Depth Knowledge of Athlete Branding
Learn the strategies behind creating and managing an athlete’s personal brand, from sponsorship negotiation to leveraging social media and digital platforms to maximize visibility and engagement.

Weekly Live Zoom Chats and Mentorship
Engage with instructors in live, interactive video chats. Receive feedback on your own branding strategies and connect with fellow students who share your passion for athlete marketing.

Why Learn from Larry Lundy?
Larry Lundy, President and Founder of Lundy Marketing Group (LMG), brings over 20 years of experience in sports marketing and branding to the course. His expertise spans across various facets of athlete representation, including:

• Brand Strategy Development: Crafting personalized branding strategies that align with athletes' values and market potential.
• Sponsorship Negotiations: Facilitating partnerships between athletes and brands to create mutually beneficial relationships.
• Digital Media Integration: Utilizing social media platforms to enhance athletes' online presence and engagement with fans. 

Larry's approach emphasizes a holistic view of athlete branding, focusing on long-term career development and personal growth. His mentorship provides students with practical tools and insights to navigate the evolving landscape of sports marketing.

Notable Clients of Larry Lundy:

• Emmitt Smith: NFL Hall of Famer and Super Bowl MVP.
• Malcolm Butler: Super Bowl hero and NFL player.
• Lorenzo Alexander: NFL Pro Bowl MVP.
• A.J. Andrews: Pro Softball/Broadcast star and Gold Glove winner.

These clients highlight Larry's extensive experience in representing top-tier athletes and securing significant brand partnerships.

What Jobs Will This Course Prepare You For?
By completing the Athlete Marketing and Branding course, you’ll be prepared for roles including:

• Athlete Brand Manager
• Sports Marketing Specialist
• Sponsorship and Endorsement Coordinator
• Digital Media Strategist for Athletes
• Athlete Public Relations Manager
• Social Media Manager for Sports Professionals
• Marketing Consultant for Sports Agencies

Why Learn from Industry Experts?

• Proven Industry Experience: Our instructors, including Larry Lundy, have real-world experience working with athletes across various sports, helping to build brands, secure partnerships, and manage athlete visibility.
• Brand Strategy & Digital Edge: You’ll gain a comprehensive understanding of how branding, digital marketing, and social media strategies shape an athlete’s public persona.
• Professional Credibility: Learning from top professionals in the field equips you with the knowledge and credibility to thrive in athlete marketing and branding.
• Network Access & Career Tools: This course also offers resume enhancement, one-on-one feedback, and access to SMWW's extensive global network of alumni and sports professionals.

Learn directly from experts who have built and managed successful athlete brands and gain the skills, strategies, and confidence to excel in the competitive world of sports marketing.

Sign up now and begin your journey toward becoming a leader in athlete marketing and branding!

For more details and to enroll, visit: SMWW's Athlete Marketing and Branding Course