Culture

Lauren Kluthe

OHL: A Media Pipeline to the Big Leagues (NHL)

Hi! My name is Lauren Kluthe, a fourth-year Professional Communications student at Toronto Metropolitan University. Ever since I was a little girl, I loved sports, specifically hockey and soccer, whether that be watching or playing. I was also a creative kid; I loved creating videos and telling stories through crafts. I always wondered how I could combine these two passions in a career, and I found that through sport marketing and public relations, my dreams could become a reality.

I am currently a Corporate Sponsorship and Marketing Intern with the Oshawa Generals Hockey Club, where I have developed valuable hands-on experience in sponsorship and sports marketing. In this role, I have learned how to collaborate effectively across multiple departments, aligning our team’s efforts with sponsors’ goals to deliver meaningful partnerships. I also design year-end review presentations for large companies, build sponsorship packages, and support research and analytics. This role sparked my interest in the intersection of sports, media, and athlete visibility, which inspired my capstone research.

My background in marketing and event coordination has provided me with a desire to bring communities together through creative and strategic communication. I excel in storytelling and developing strategies that engage audiences and elevate brand presence.

In the future, I hope to pursue a career in public relations with a focus on media relations and influencer engagement – ideally with a sports connection, where I can combine my professional skills with a passion for the game.

This capstone project examines the Ontario Hockey League (OHL) as both a player development system and a strategic media platform. It investigates how media exposure can influence a player’s advancement to the National Hockey League (NHL) by addressing a research gap that is focused primarily on performance statistics. Through a thorough content analysis of league media, partnerships, and player coverage, this study reveals that players’ media visibility and narrative are key to perceived value and draft outcomes. This project highlights media as a key driver in transforming junior talent into professional opportunities within modern sports. It emphasizes the growing importance of strategic promotion in athlete development.

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