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Sarah Nurse: A Hockey Star with a Vision for Success in Business

TORONTO — Sarah Nurse had a memorable moment while driving home from a recent PWHL Toronto practice. As she passed by a billboard on the side of the road featuring her own face with the Adidas slogan “You got this,” she couldn’t help but laugh at the sage advice it offered her.

The billboard was just one of many across Canada that showcased Nurse, including a massive advertisement at Yonge-Dundas Square in Toronto. Her growing presence in the public eye can be attributed to her breakout performance at the Beijing Olympics, where she made history by breaking a record for points in a single tournament.

Since then, Nurse has landed major partnerships with brands like Tim Hortons, Mattel, and Cheerios. She even became the first woman to appear on the cover of an EA Sports hockey video game. Her agent, Thomas Houlton, and her team at Dulcedo Management have been instrumental in shaping her career and helping her transcend the world of women’s hockey.

Nurse’s journey to stardom began with her decision to sign with Dulcedo in 2019. Despite already being a standout player with an impressive athletic background, Nurse wanted to explore opportunities in fashion and beauty that traditional sports agencies couldn’t offer her. With Dulcedo’s support, she has been able to diversify her brand and build a strong social media presence outside of hockey.

Her success off the ice has been paralleled by her achievements on the ice. Despite facing challenges like a knee injury before the 2022 Olympics, Nurse proved her worth to Team Canada by setting records and winning a gold medal in Beijing. Her performance at the Games catapulted her into a new phase of her career and solidified her status as one of the biggest faces in women’s hockey.

As Nurse continues to make waves in the sports and entertainment industry, she remains committed to paving the way for other women and players of color in hockey. With her unwavering work ethic and versatility on the ice, Nurse has proven that she is not just a hockey player, but a trailblazer with a legacy of her own.


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