Ice hockey rarely dominates headlines in the UK, but forward Liam Kirk is hoping to change that as one of six athletes chosen for UK Sport’s new Athlete Creator Club. The initiative, launched earlier this summer, gives Olympic and Paralympic hopefuls the tools to tell their stories through creative digital content. For a sport like ice hockey, where mainstream exposure is often limited, this programme could be crucial in attracting fresh audiences and building stronger connections with fans.
The Athlete Creator Club pairs participants with creative studio Weirdo, who will mentor them on how to create engaging, authentic content that resonates beyond traditional sporting coverage. This is not just about match highlights or stats, it is about showcasing the personalities, struggles, and triumphs that often go unnoticed in sports outside the UK’s mainstream radar. For Kirk, who already carries the mantle of being the first English player drafted into the NHL, the platform could amplify both his profile and the sport’s visibility.
Away from the rink, fans who follow lesser-known sports have found another way to stay engaged: online betting. Many now use new bookmakers UK players can register with, which have widened their markets to cover disciplines that were once ignored by traditional betting outlets. Where once punters could only wager on football or horse racing, today they can find odds for ice hockey, archery, biathlon, or even Paralympic sports. The appeal lies in the variety, better odds, and faster withdrawals, giving smaller sports like British ice hockey an unexpected boost in visibility through betting interest.
The addition of Kirk to the Athlete Creator Club carries symbolic weight. UK ice hockey has long been searching for a breakout star who can bridge the gap between the domestic scene and international recognition. Kirk, who has represented Great Britain on the world stage and earned attention abroad, is uniquely positioned to be that figure. By enhancing his digital presence, UK Sport’s programme could help him become a genuine ambassador for British hockey.
What makes this initiative particularly appealing is its emphasis on athletes telling their own stories, rather than relying solely on clubs, federations, or sponsors. Supporters often want more than just results, they want to know the personalities behind the helmet and stick. With carefully crafted content, Kirk could highlight his journey from Sheffield to NHL rinks, making ice hockey relatable to a wider British audience that may not yet follow the sport.
The involvement of athletes from different disciplines, ranging from sport shooting to weightlifting and Para athletics, shows the scope of UK Sport’s vision. They are not only promoting Olympic hopefuls but also attempting to build a new culture of connection in sports that do not enjoy the spotlight. For ice hockey, being included in such a diverse and forward-thinking project is a win in itself.
Fans who already follow the game will be aware of the challenges it faces compared to sports like football or rugby. Media coverage is sparse, and young players rarely get the chance to carve out recognisable public identities. The Athlete Creator Club could change this by creating consistent, high-quality social media narratives that show ice hockey as more than just a niche pursuit.
The pilot programme also comes with a handbook called The Playbook. This guide equips athletes with the basics of building an online following, maintaining engagement, and keeping safe while using social platforms. For younger fans discovering the sport online, this type of structured content could serve as the first real gateway into following ice hockey seriously.
Another layer of benefit lies in how these online stories might influence grassroots development. If Kirk’s content reaches beyond regular hockey circles, it could inspire more young players in the UK to pick up a stick. Exposure breeds aspiration, and for a sport constantly battling for recognition, visibility at the individual athlete level may have a long-term ripple effect.