TORONTO — Sarah Nurse was driving home from a recent PWHL Toronto practice when she saw a billboard with her own face and the Adidas slogan “You got this.” The billboard, along with others across the country, features Nurse alongside Super Bowl MVP Patrick Mahomes and World Cup champion Lionel Messi.
Nurse, 29, has become one of the biggest faces in women’s hockey since her breakout performance at the Beijing Olympics, where she set a record for points in a single tournament. She has landed major partnerships with companies like Tim Hortons, Mattel, and Cheerios, and recently became the first woman to appear on the cover of an EA Sports hockey video game.
Her success is the result of a carefully crafted business plan developed by Nurse and her team at Dulcedo Management, a talent agency. They have worked to make Nurse not just a hockey player, but a celebrity with a wide-reaching appeal.
Nurse’s journey to stardom began when she signed with Dulcedo in 2019, looking to explore her interests in fashion and beauty. Dulcedo offered her more opportunities to branch out beyond hockey, and they worked to build up her social media profile to attract partnerships in different industries.
Despite facing challenges like a knee injury before the 2022 Olympics, Nurse proved her worth to the Canadian national team and went on to win a gold medal in Beijing. Her performance at the Games propelled her into the next phase of her career, leading to even more endorsement deals and opportunities.
Nurse’s busy schedule includes appearances at events like NHL All-Star Weekend and partnerships with brands like CCM and Adidas. She has become a trailblazer for women and players of color in the hockey world, setting a new standard for success both on and off the ice.
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