“This program is ideal for any hockey executive looking to enhance their knowledge and education in a dedicated hockey specifi c program. I’ve learned a lot and made some great connections. Earning my master’s degree from AU and BHI is something no one can take away from me. Doing the work is often demanding but if I ask my players to be good students while competing in the WHL, there’s no reason I can’t do it too.” Colin Priestner, MBA '19 Certified Hockey Professional Candidate General Manager, Saskatoon Blades On the cover “This will be a badge of honour for people working in the industry, to say ‘I have my Certifi ed Hockey Professional designation.’ If I’ve got to pick between two people, I’m Contents going to take the person who has this designation.” 4 Business of Hockey Institute 12 Visiting Students Brian Burke, JD 6 Elevating the Business of Hockey 13 Athabasca University’s Online Studio Analyst, Sportsnet Learning Environment 8 Certifi ed Hockey Professional Co-founder, Business of Hockey Institute Designation 14 Admissions 10 MBA in Hockey Management BHI Board of Directors “The MBA/CHP program has helped me tremendously in my current role with the Edmonton Oilers. The hockey-related courses the program o ers provide a high level of information and hockey management FOUNDERS skills that are valuable to anybody looking to grow within this extremely competitive industry. I look forward Brian Burke, JD to bringing my unique knowledge to the business side of the Edmonton Oilers and helping elevate the Studio Analyst, Sportsnet club with enhanced and innovative strategies o the ice.” Ritch Winter, LLB President, Wintersports Ltd. Patrick Garland, MBA '18, CHP The Business of Hockey Institute (BHI) is a non-profi t CHAIR Program Director, Hockey Engagement, Edmonton Oilers Hockey Club think tank dedicated to improving the business Herb Pinder, LLB, MBA models of professional and amateur hockey President, The Goal Group organizations. BHI’s Board of Directors is comprised of highly accomplished hockey minds who share years DIRECTORS of experience in all facets of the business and have Jim Bagshaw Retired Vice-President of Advertising, Sponsorship identifi ed the need for hockey-focused education. and Marketing, Calgary Flames BHI has developed a business of hockey curriculum Craig Button Hockey Analyst, TSN in consultation with hockey industry leaders and Neil Fassina, PhD, CPHR, ICD.D its academic partner, Athabasca University. This President, Athabasca University curriculum is specifi cally designed to provide current Craig MacTavish, MBA and aspiring managers in the industry with a skillset Senior Vice President of Hockey Operations, that allows them to excel in hockey-related roles and Edmonton Oilers to address the unique challenges that exist within the Nevin Markwart, MBA, CFA Retired NHL Hockey Player & Entrepreneur business of hockey. Michael K. Mauws, PhD, ICD.D BHI o ers students a learning experience like no Executive Director, Business of Hockey Institute other in the world. The Certifi ed Hockey Professional Norm O’Reilly, PhD, MBA, CPA designation is the fi rst-ever accreditation in hockey Assistant Dean of Executive Programs & Professor, management, o ering students the opportunity to College of Business and Economics, University of Guelph develop a comprehensive understanding of hockey business, while engaging and connecting with top Brad Robins President, The Robins Partnership hockey insiders and executives. This includes access Ron Robison, BSPE to BHI board members, as well as attendance at select Commissioner, Western Hockey League hockey events such as the NHL Entry Draft. Scott Smith, BEd Chief Operating O cer, Hockey Canada “Pat’s upward trajectory in our organization has been greatly improved with his MBA and CHP designation. Fred Steer, CA This will defi nitely open doors inside and outside Oilers Entertainment Group for Pat. The education, Executive Vice President & Chief Financial O cer, Montreal Canadiens in combination with his already vast practical experience, makes him an attractive candidate for Brian Yaworski, QC, ICD.D a variety of jobs.” Partner, DLA Piper Craig MacTavish, MBA Senior Vice President of Hockey Operations, Edmonton Oilers Hockey Club businesso ockeyinstitute.com 4 “With sports organizations looking more and more to universities and other industries for executive hires, BHI’s CHP program becomes increasingly important. The CHP will be an essential asset for any young hockey executive interested in becoming one of hockey’s leaders of the future. The business of hockey is becoming too competitive to expect high-level performance without proper education. The training and tools a CHP student acquires provides the type of competitive edge our industry needs. Hockey executives are taking note!” Ritch Winter Co-founder, Business of Hockey Institute President, Wintersports Ltd. Elevating the Business of Hockey The global entertainment industry is fast-paced, lucrative, The CHP curriculum is an online program, comprising six and competitive. Hockey is no di erent as it competes in hockey- specifi c courses developed to elevate the business a complex and challenging global market for fan attention, side of the game. The hockey-specifi c courses identify loyalty, and participation. There is more at stake than just issues and challenges in the business of hockey, and provide maximizing game day revenue. Teams, leagues, and opportunities for critically thinking graduates to exploit as governing bodies need talented managers and executives the game continues to globalize and change rapidly. with broad strategic and operational capabilities. They need intelligent and capable people who can shape opportunities It’s not enough to be an exciting game with talented and develop strategic advantages. athletes. In today’s sports world, business execution in sales, marketing, operations, and fi nance are as critical to team The idea of an elite educational program focusing on the success as recruiting the best players, and BHI’s tailored business of hockey was fi rst conceived by NHL player agent, curriculum provides those business execution skills to Ritch Winter, and experienced NHL executive and Sportsnet hockey’s future leaders. Studio Analyst, Brian Burke. Together, they worked with leading agents, top management minds, hockey executives, and Athabasca University to make the Certifi ed Hockey Professional (CHP) designation and curriculum - the fi rst of its kind in the world - a reality. businesso ockeyinstitute.com 6 “The MBA and CHP has allowed me to bridge the gap between strategic business capabilities and its relation to the business of hockey. I am looking forward to applying the unique skills I have developed to propel my organization to new strategic and innovative heights.” Taylor Reid, MBA '18 Certified Hockey Professional Candidate Global Proposal Manager, PwC CHP courses: Game Day Management & Marketing The Business of Hockey This course examines the opportunities and challenges associated with the successful production of live hockey games. This course explore the trends and forces that currently The majority of franchise revenues derive from home games. defi ne and infl uence the business of hockey. It also explores With a defi ned number of home games, it is essential that the forces that determine success o the ice for hockey game-day operations and long-term revenue potential be franchises, with particular focus on competitive advantages recognized and fully maximized. Certifi ed Hockey Professional Designation within the league and local markets. Hockey Operations The Certifi ed Hockey Professional (CHP) curriculum consists of six, graduate-level courses that focus on business-related Marketing Hockey Strategically Hockey operations represent the bulk of a franchise’s aspects of hockey. These courses were developed with input from executives representing both professional and amateur Hockey franchises derive the bulk of their revenues, expenses and have the most signifi cant long-term impact on hockey (NHL, AHL, WHL, Hockey Canada, Hockey USA) and all functional areas of the hockey business (e.g., marketing, directly and indirectly, from ticketing sales and ingress revenues and team equity. As a result, hockey operations fi nance, operations, strategy). spending – the fans. The focus of this course is on have the biggest impact on a franchise’s bottom line, both Completion of the six CHP courses is required to obtain the CHP designation. Student may enroll in the CHP courses as part identifying, understanding, and targeting the fans, viewers, directly (salaries) and indirectly (competitive advantage). It is of the MBA in Hockey Management, or independently as a stand-alone program. and spectators with the greatest potential to increase a essential that every hockey executive has a fi rm understanding franchise’s profi tability and valuation. of hockey operations and trends a ecting them. The CHP designation has three inter-related objectives: 1. Identify and recognize the executives and managers whose e orts make it possible for others to play and watch the Integrated Marketing Communications for Hockey Managing Franchises Strategically* most exciting sport on the planet; Students are introduced to integrated marketing communications Students learn how to formulate, implement, and evaluate 2. Equip talented executives and managers with a business skillset that can be immediately applied to elevate (IMC) to facilitate the building, maintaining, and leveraging of business strategies for achieving