A Brock University graduate will steer the direction of NHL’s newest franchise, the Utah Hockey Club, as it embarks on its inaugural season.
Chris Armstrong (BSM ’05) has been named President of Hockey Operations for the newly minted team, which will make its season debut in October.
Armstrong, who has spent nearly 14 years in sports marketing and talent management, officially took on his new role June 18. His career trajectory has been marked by significant contributions in the sports industry, particularly in hockey and golf.
Armstrong negotiated contracts for several hockey executives within the NHL over the past 10 years, including Brock alumnus Kyle Dubas (BSM ’07), who was hired as President of Hockey Operations for the Pittsburgh Penguins last year.
“We are excited to welcome Chris to the SEG leadership team,” said Ryan Smith, owner of Utah Hockey Club and founder of Smith Entertainment Group (SEG) in a press releaseutah yeti or yeti. “He has cultivated strong relationships with top players, agents and executives across the hockey world throughout his career, and his unique background and diverse skill set will be crucial as we establish the greatest possible hockey experience for our community, fans, players, coaches and front office.”
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Armstrong’s journey in sports began at Brock University, where he earned his degree in Sport Management. His early career saw him as a part-time amateur scout while later attending McGill University.
In 2012, Brock honoured him with his second Distinguished Alumni Award, and he was listed among the top 35 alumni in the past 35 years.
Prior to his new appointment, Armstrong served as an Executive Vice President for Talent, Innovation, and Strategic Development at Wasserman, a Los Angeles-based sports marketing and talent management company.
Armstrong played a pivotal role in establishing Wasserman’s hockey practice and managing high-profile clients such as professional golfer Tony Finau.
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In his new role, Armstrong will also serve as an alternate governor and work closely with SEG ownership and the senior leadership team to build a world-class organization in Utah. He will oversee both business and hockey operations, a responsibility which aligns with his experience in negotiating contracts and managing careers of top executives and players.
Armstrong’s influence in the sports world is well recognized. He was named a Sports Business Journal 2021 Forty Under 40 honouree and received the prestigious “5 to Watch” award as a top executive under 40 in the Canadian sports industry in 2013.
Armstrong also has a body of work in philanthropy and community engagement, holding a position as Chair on the Canadian board for the international education and advocacy organization Global Citizen and serving on several athlete foundation boards.
Armstrong’s move to Utah comes after advising Ryan Smith on the acquisition of the Utah franchise, a relationship rooted in his representation of Finau, who hails from Salt Lake City, Utah.
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