At the 2023 NCAA Frozen Four in Tampa, Fla., Gophers coach Bob Motzko took questions before the tournament with future NHLers like Logan Cooley, Ryan Johnson and Jimmy Snuggerud flanking him. On that day, just over two years ago, Motzko was asked about how name, image and likeness money was affecting other college sports and how it might affect NCAA hockey in the future.
“Hockey is behind a little bit in the conversation,” Motzko said, perhaps inadvertently quoting Minnesota music legend Bob Dylan in his answer. “I think it’s going to be a conversation that’s going to heat up more and more in hockey over the next couple of years. We just don’t have that many teams compared to football and basketball. But it’s starting to heat up. And there are more discussions. You’re hearing million-dollar deals for football and basketball. Our players get burritos. But I think times are changing.”
It’s 27 months later. And the times have changed in a big, big way.
Gavin McKenna, a Canadian forward with eye-popping offensive numbers in major junior hockey is 17 years old and projected by many experts to be the top overall pick in the 2026 NHL draft. Last week, he was reportedly offered $250,000 to attend Michigan State in the fall and skate for a Spartans team that returns one of the nation’s top goalies in Trey Augustine. The Spartans are a not-overly-risky bet to win the Big Ten’s first NCAA hockey title since an underdog Spartans team did it in 2007.
After visiting campus and mulling their official bid, McKenna handed Michigan State a polite ‘No thank you,’ and instead opted to skate for conference rival Penn State next season. That decision came after the Nittany Lions – who are coming off the program’s first Frozen Four appearance – were able to reportedly triple Michigan State’s monetary offer.
Tilting ice
Over the past 15 years, the money game is the fourth seismic shift to hit the world of college hockey, which involves roughly 60 teams from Alaska in the West to Maine in the East and as far South as Arizona State’s rapidly emerging program.
The first came in 2010 when Terry Pegula, the billionaire owner of the NHL’s Buffalo Sabres and the NFL’s Buffalo Bills, gave more than $100 million to his alma mater, Penn State, to build an arena that facilitated the Nittany Lions’ move from club to Division I hockey. That made for a half-dozen Big Ten schools with hockey programs (with the Nittany Lions joining Michigan, Michigan State, Minnesota, Ohio State and Wisconsin). In short order, the Big Ten became the first Power Five conference to include hockey, and long-standing, hockey-only conferences like the Western Collegiate Hockey Association and the original Central Collegiate Hockey Association either disbanded or radically changed their membership.
The next two changes came in the past five years, as NIL meant, for the first time, college athletes could get paid for the use of their name, image and likeness without losing their NCAA eligibility.
While football and basketball players were receiving six-figure deals from the start, the immediate impact on hockey was players hosting summer hockey camps, websites giving players a few hoodies in exchange for the use of an athlete’s name, and the aforementioned free burritos, with the Mexican chain Chipotle signing several Gophers skaters to endorse their food.
With the money offered to top players skyrocketing, there seems to be a movement afoot in Dinkytown to get the Gophers more involved in that game. Last month, social media posts were sent and a bare-bones website went live announcing the Golden Helmet Collective, which is lacking detail, but seems to be the start of a hockey-specific effort to raise NIL money for future Gophers.
The opening of the transfer portal allowed players to move from one program to another without having to sit out or lose eligibility. This brought de facto free agency to college hockey, where smaller schools are now routinely losing their top players to bigger schools after a year or two.
One coach in Atlantic Hockey America, which is home to mid-major programs like Air Force, Bentley, Mercyhurst and Robert Morris, compared their conference to a shopping center, where many of the six players named to the AHA all-rookie team one season are likely to be playing in the Big Ten or Hockey East by the time they’re sophomores.
The Gophers have been sporadic but effective users of the transfer portal, bringing in players like NHL first-rounder Matthew Wood from Connecticut and goalie Liam Souliere, who backstopped much of last season’s Big Ten title run, from Penn State.
Open borders
In November 2024, a lawsuit prompted the NCAA to allow players from Canadian major junior leagues to maintain college hockey eligibility, which had not been the case for the past four decades or so. Because major junior players often receive a stipend of a few hundred dollars per month for living expenses, they were long considered professionals in the eyes of the NCAA. So in 2012 when current Minnesota Wild forward Ryan Hartman, who was committed to play college hockey at Miami of Ohio, went to play for a major junior team instead, his NCAA eligibility disappeared.
The opening up of major junior players to college recruitment has meant a windfall of new talent available to NCAA programs. McKenna is just the latest player from the Canadian leagues to pack for a home on campus in the fall, with Wild prospect Ryder Ritchie (Boston University), defenseman Benjamin Vigneault (Bemidji State), defenseman Henry Mews (Michigan), left winger Blake Montgomery (Wisconsin), defenseman Ethan Armstrong (Minnesota State Mankato), left winger Nathan Piling (St. Thomas), defenseman Grayden Siepmann (Minnesota Duluth) and center Cayden Lindstrom (Michigan State) all moving from major junior to college hockey in the fall.
North Dakota, which is a program in transition after a coaching change in the spring, landed two of the top players from the Victoria (B.C.) Royals, center Cole Rischny and defenseman Keaton Verhoeff.
McKenna made his future Nittany Lions announcement live on ESPN SportsCenter, in a move reminiscent of LeBron James and his infamous, nationally-televised “Decision” from 2010. While some decried the big-money signing as an omen of college hockey’s demise, others noted that having the sport covered on national TV in the middle of the summer, and attracting the top young talent on ice, at least for one season, is a net positive, even as the sport goes through yet another recent change.
Whatever your personal opinion, it’s clear that the future of college hockey has arrived. And for programs large and small to attract and keep the game’s best players, more than burritos will be required.
Gavin McKenna #9 of Team Canada celebrates his goal with teammates on the bench during the first period at the 2025 IIHF World Junior Championship against Team Finland at Canadian Tire Centre Dec. 26, 2024 in Ottawa, Ontario, Canada. (Photo by Minas Panagiotakis/Getty Images)
Bill in Congress would prevent schools from using student fees to bankroll college sports
The new college sports agency is rejecting some athlete NIL deals with donor-backed collectives
Gophers in $9 million hole for next year, sketch out plan to tackle it
Now an NBA champion, Chet Holmgren returns to his roots in St. Paul
Gophers football coach P.J. Fleck receives contract extension
