Nickey Norrish
Strategy, AI and partnerships in hockey.
I work with sports organizations, hockey players and families navigating the business side of modern hockey - from AI implementation inside organizations to athlete visibility, partnerships and social media education.
Choose the area that best fits what you need.
For Sports Organizations
AI Implementation for Sports
Your team may already be using ChatGPT, Claude, Gemini or Copilot. The bigger question is whether those tools are actually making the work easier.
I help sports executives and team leaders identify where AI can reduce repetitive work, redesign priority workflows and build practical systems around the work their teams already do.
This is not generic AI training. It is practical implementation designed to create measurable capacity.
For Hockey Players
Partnerships, Visibility & Marketability
A strong partnership starts before a brand reaches out.
I help professional and aspiring hockey players better understand their commercial value, strengthen how they present themselves online and approach partnerships more strategically.
From social media presence to brand readiness and partnership education, the goal is to help players make informed decisions about opportunities off the ice.
For Hockey Parents
Navigate the Business Side of Modern Hockey
Social media, personal branding, NIL and partnership opportunities are becoming relevant earlier in a player's development.
Parents are often left trying to understand what matters, what does not and how to help without turning their child into a content creator.
Player Partnerships provides practical resources for families navigating athlete visibility, social media and the growing commercial side of hockey.
Background
Experience Across Sports, Marketing & Partnerships
I've worked in sports since 2005 and digital marketing since 2009, with experience spanning professional hockey, influencer marketing, athlete partnerships, paid media, social strategy and AI implementation.
My work has included:
- building and executing influencer and partnership strategies for major brands
- working across professional hockey and athlete marketing
- developing social and partnership strategies designed around measurable business outcomes
- advising brands, agencies and talent on creator and athlete partnerships
- helping teams translate new technology into practical workflows and operating systems
Today, that experience informs my work across AI implementation, athlete visibility and partnership strategy in hockey.