CAA Hockey is the leading NHL agency representing the most players at the 2026 Winter Olympics in Milan, with 24 athletes spanning seven national teams. The Los Angeles-based agency outperformed 29 other agencies in securing the largest presence at the Games, showcasing its strong influence within NHL player representation on the Olympic stage.
Top NHL Stars Represented by CAA Across Multiple Teams
Among CAA’s clients are seven players from Team USA, including Jack Eichel of the Vegas Golden Knights. The agency also represents some of Canada’s biggest names, such as Sidney Crosby from the Penguins, Nathan MacKinnon of the Avalanche, and teenage phenom Macklin Celebrini from the Sharks. These elite players highlight CAA’s hold on prominent NHL talent competing in Milan.
Other Leading Agencies and Their NHL Rosters
Following CAA, Newport Sports Management ranks second with 19 NHL players at the Olympics, including two Americans: Matthew Tkachuk of the Panthers and Brady Tkachuk of the Senators. Wasserman Hockey takes third place with 16 NHL clients, while Octagon Hockey and 4sports Hockey maintain notable representation with 15 and 11 clients respectively. Overall, 30 agencies and 43 individual agents have NHL players participating, emphasizing the broad international reach and complex agent network within Olympic hockey compared to other major sports.
Prominent Agents and Russian Absence Shape Representation Landscape
On an individual level, Craig Oster stands out as the top agent, representing 14 NHL players at the Milan Games. Pat Brisson of CAA follows closely with 13 players, and his CAA colleague J.P. Barry has 11 clients competing. The absence of Russia from the Olympics, due to an ongoing ban, significantly affects these rankings. Russia’s potential roster of NHL stars would have elevated the presence of agents like Dan Milstein of Gold Star Hockey and Paul Theofanous of TMI Inc., who works in collaboration with CAA, thus altering the competitive agency landscape.
Pat Brisson on the Importance of NHL Players at the Olympics
Pat Brisson, a veteran NHL agent and advocate for players’ Olympic participation, reflects on the significance of NHL involvement in the Games, now returning after a twelve-year gap since Sochi 2014. He emphasizes that while the event benefits the players directly, it also greatly enhances the NHL’s global brand recognition.
We hear the conversations: ‘All the players want to go, it’s for the players,’
Brisson said.
And I laugh because yeah, it’s good for the players, but it’s amazing for the NHL brand.
Commercial Opportunities Arising from Olympic Exposure
The 2026 Winter Olympics provides rare mainstream exposure for hockey players, especially in the United States, where the sport competes for attention against others. Among CAA’s clients, brothers Quinn and Jack Hughes from Team USA have already attracted commercial deals, including a joint agreement with TCL, with Jack also promoting Polo and Quinn representing Honda. Dylan Larkin of the Detroit Red Wings, another Team USA member, secured a partnership with Charmin, reflecting increased business interest linked to Olympic visibility.
Canada’s Olympic Stars Drive Endorsements and Brand Presence
Sidney Crosby remains Canada’s top NHL advertiser, backing major brands such as Lululemon, Tim Horton’s, and Bell Canada. Nathan MacKinnon also endorses Tim Hortons and is set to sign with Nike, strengthening his profile ahead of the Games. The young Macklin Celebrini, who made history as Canada’s first teenage NHL Olympian and scored the first goal in their opening game against Czechia, holds a deal with Rogers Canada. Brisson views Celebrini as a future face of Canadian hockey endorsements, positioned to follow in Crosby’s footsteps.
This is one player that now that he’s been the league for two years, he’s made it to the Olympic stage, we do believe that there’s going to be some strong brands connecting to this great young player,
Brisson said.
I can see Macklin growing from Sidney’s footsteps in a sense.
Looking Ahead: Impacts of NHL Representation at Milan 2026
CAA Hockey’s dominant role in NHL representation at the 2026 Winter Olympics highlights the agency’s expanding influence in international hockey, while the participation of high-profile athletes offers sponsors a valuable platform for brand exposure. The involvement of NHL players, especially after a 12-year hiatus, is expected to increase the sport’s global visibility and commercial appeal significantly. Meanwhile, the absence of Russia continues to shape competitive dynamics among agencies and players alike. As the Games unfold in Milan, the performances and endorsements of these NHL athletes could redefine hockey’s presence on the Olympic stage and accelerate the growth of their individual profiles worldwide.
