Connor Bedard’s brand keeps growing on his road to the NHL

One hockey agent says Connor Bedard’s value to the Western Hockey League has tripled since the Regina Pats star returned from the world junior hockey championship in Halifax last month.

CKM Sports Management agent Cliff Mander is based out of Vancouver, where he advises and represents various levels of hockey players. He suggests Bedard’s value to the WHL is $1.5 million.

That’s all thanks to the exposure he has received after putting together one of the greatest world junior performances of all time. The 17-year-old set numerous Team Canada scoring records while helping Canada win gold.

That showing has been followed by Bedard ripping up the WHL, scoring 18 goals and 27 points in just 10 games. Those are video game-type numbers for a kid who’s still in high school.

The first player ever granted exceptional status in the WHL is the projected first pick in the upcoming NHL draft.

Mander explains why he thinks Bedard’s value has climbed into the millions.

“When you take in the gate receipts, merchandise and brand awareness and improvement, I think that’s a fair number,” Mander said. “Also, he’s an abnormality. He is a generational talent and that’s why I think that’s a valid number.

“(He has generated) hundreds of thousands of more views. You can quantify that by tracking website visits and different touch points online. For his representation, I’m sure they’re white-boarding (an endorsement plan) as we speak.”

Since Bedard returned from the world juniors, thousands in Western Canada have wanted to see him play in person.

The Pats are getting their largest home crowds in years and have sold out two straight games since he has come back.

On their recent road trip across Alberta, Bedard and the Pats played in front of soldout crowds in Red Deer, Lethbridge and Medicine Hat. A game they played in Calgary drew more than 17,000 fans to the Scotiabank Saddledome.

Bedard’s success on the ice has led to sponsorship opportunities off of it. He signed with BioSteel last summer and likely has more deals waiting if he chooses to jump at the offer.

While some will tell Bedard to take the money now, Mander says there are reasons why he hasn’t jumped at them right away.

“You’d have to ask his group. It really depends on timing and where his focus wants to be,” he said. “Obviously, those types of endorsements and the work that comes along with that can be distracting. Also, I don’t think there’s an issue clawing back with that once he does go first overall (in the NHL draft) and he’s setting his plan for next season.”

Mander thinks Bedard’s value is only going to continue to grow as he continues throughout his career.

He also feels the exposure of Bedard playing in the WHL could make it more attractive to players looking to advance their hockey careers.