Win Hockey Agency North America
Personal-Attention Builders

US

$290M

Key Facts

Also known as: WIN Hockey Agency, Win Hockey Agency, WIN Hockey Agency NA
Founded: Not publicly stated; Matt Keator is described as founder of the Boston-based agency, and WIN lists him with 27 years as an NHL player agent and 35-plus years of NHL business/player-development experience.
Headquarters: Boston, MA, USA.
Other offices: North American base in Boston; Swedish/European pathway through WIN Hockey Agency Sweden.
Agency type: Boutique hockey agency
Ownership: Independent agency founded and led by Matt Keator.
Primary markets: NHL, AHL, NCAA, junior, college advisory, Europe/Sweden, SHL, NL, DEL and other European leagues.
Players (Total value: approx. $290M active NHL contract value; plus $10.52M future contract value): 40+ total clients; NHL clients: 28.

Key agents (names): Matt Keator; support team includes Ian Moran, Britta Moran and Ryan Keator; Sweden/Europe contacts include Marcus Isaksson, Radek Hamr, Peter Nilsson and Kenneth Carlsson.
Languages: English; Swedish and European-market support through WIN Hockey Sweden.
Contact email: MKeator@winhockeyagency.com.
Website: https://winhockeyagency.com/

Instagram: https://www.instagram.com/win_hockey_na/

About WIN Hockey Agency NA

WIN Hockey Agency NA is a Boston-based boutique agency built around Matt Keator’s long-running NHL, scouting, college and player-development network. Keator is described publicly as the founder of WIN Hockey Agency and the longtime agent for Zdeno Chára, and WIN’s own team page lists him with 27 years as an NHL player agent, eight years scouting and developing players for the St. Louis Blues, and 35-plus years in NHL business and player development.

The agency’s stated model is personal attention, strong relationships and a deliberately limited client book. WIN presents itself as a full-service agency focused on professional, financial and personal success, with support for career planning both on and off the ice. Its current NHL book includes Adam Fox, Brandon Montour, Chris Kreider, Alex Killorn, Ryan Donato, Leo Carlsson, Ryan Leonard, Adam Gaudette, Nico Sturm and Brandon Montour. WIN is especially known for relationship-driven representation, development patience, NCAA and junior advice, and direct family communication.

The agency’s current contract table is led by Adam Fox’s seven-year, $66.5M Rangers extension and Brandon Montour’s seven-year, $50M Kraken contract. Its recent record also includes Ryan Donato’s four-year Blackhawks extension, Nate Schmidt’s three-year Utah signing and Ryan Leonard’s entry-level deal with Washington. WIN’s Swedish arm adds a European development and placement layer, with WIN Hockey Sweden saying it has represented players in Sweden and internationally since 2014. The agency’s differentiator is a small-book, high-touch model that combines agent work, skill-development support, family services and European pathway coverage.

Client Roster

Contract figures below use public PuckPedia records where available; European salary details are generally not publicly disclosed.

Top players / NHL players

• Adam Fox (New York Rangers) – D – USA – 1998-02-17 – NHL contract: 7 years, $66.5M total, $9.5M AAV, expires 2029.

• Brandon Montour (Seattle Kraken) – D – Canada – 1994-04-11 – NHL contract: 7 years, $50M total, $7.14M AAV, expires 2031.

• Chris Kreider (Anaheim Ducks) – F – USA – 1991-04-30 – NHL contract: 7 years, $45.5M total, $6.5M AAV, expires 2027.

• Alex Killorn (Anaheim Ducks) – F – Canada – 1989-09-14 – NHL contract: 4 years, $25M total, $6.25M AAV, expires 2027.

• Ryan Donato (Chicago Blackhawks) – F – USA – 1996-04-09 – NHL contract: 4 years, $16M total, $4M AAV, expires 2029.

• Scott Mayfield (New York Islanders) – D – USA – 1992-10-14 – NHL contract: 7 years, $24.5M total, $3.5M AAV, expires 2030.

• Nate Schmidt (Utah Mammoth) – D – USA – 1991-07-16 – NHL contract: 3 years, $10.5M total, $3.5M AAV, expires 2028.

• Leo Carlsson (Anaheim Ducks) – F – Sweden – 2004-12-26 – NHL ELC: 3 years, $2.85M base contract value, expires 2026; selected No. 2 overall in 2023.

• Ryan Leonard (Washington Capitals) – F – USA – 2005-01-21 – NHL ELC: 3 years, $2.85M base contract value, $950K AAV, expires 2027.

• Adam Gaudette (San Jose Sharks) – F – USA – 1996-10-03 – NHL contract: 2 years, $4M total, $2M AAV, expires 2027.

• Nico Sturm (Minnesota Wild) – F – Germany – 1995-05-03 – NHL contract: 2 years, $4M total, $2M AAV, expires 2027.

• Michael Kesselring (Buffalo Sabres) – D – USA – 2000-01-13 – NHL contract: 2 years, $2.8M total, $1.4M AAV, expires 2026.

• Garnet Hathaway (Philadelphia Flyers) – F – USA – 1991-11-23 – NHL contract: 2 years, $4.8M total, $2.4M AAV, expires 2027.

• Drew O’Connor (Vancouver Canucks) – F – USA – 1998-06-09 – NHL contract: 2 years, $5M total, $2.5M AAV, expires 2027.

Prospects & young talents

• Ryan Leonard (Washington Capitals) – F – USA – 2005-01-21 – NCAA-to-NHL signing; 2023 No. 8 overall pick; NHL ELC through 2026-27.

• Leo Carlsson (Anaheim Ducks) – F – Sweden – 2004-12-26 – 2023 No. 2 overall pick; NHL ELC through 2025-26.

• Ian Moore (Anaheim Ducks system) – D – USA – 2002-01-04 – NHL ELC: 2 years, $1.85M total, $925K AAV, expires 2026.

• Anton Johansson (Detroit Red Wings system) – D – Sweden – 2004-06-10 – NHL ELC: 3 years, $2.61M total, $870K AAV, expires 2028.

• Jackson Dorrington (New York Rangers system) – D – USA – 2004-04-13 – NHL ELC: 3 years, $2.56M total, $852K AAV, expires 2028.

• Jack Berglund (Philadelphia Flyers system / Färjestad BK, SHL) – F – Sweden – 2006-04-10 – future NHL ELC: 3 years, $3.23M total, $1.08M AAV.

• Noah Steen (Tampa Bay Lightning system) – F – Norway – 2004-08-16 – future NHL ELC: 2 years, $1.95M total, $973K AAV beginning 2026-27.

Goalies

• Jonas Johansson (Tampa Bay Lightning) – G – Sweden – 1995-09-19 – NHL contract: 2 years, $2.5M total, $1.25M AAV, expires 2027.

Women’s hockey clients

• No public women’s hockey roster verified.

Coaches/Staff represented

• No public coaching/staff representation verified.

Notable former clients

• Zdeno Chára – represented by Matt Keator; listed with last public playing season 2021-22, treated as retired/inactive in this profile.

• Paul Stastny – listed with last public playing season 2022-23, treated as inactive/retired in this profile.

• Blake Wheeler – listed with last public playing season 2023-24, treated as inactive/retired in this profile.

• Martin St. Louis – listed with last public playing season 2014-15, treated as retired/inactive in this profile.

• Alexandre Giroux – listed with last public playing season 2021-22, treated as inactive/retired in this profile.

• Ron Hainsey – former testimonial client and retired NHL defenseman.

Highlights

• Negotiation style: relationship-first, direct, small-book, family-oriented representation.

• NHLPA/CBA expertise: long-term extensions, UFA signings, RFA deals, ELCs, arbitration support and trade-deadline navigation.

• Network strengths: NHL front offices, NCAA programs, junior hockey, New England prep/college hockey, USA Hockey and Swedish/European placements.

• Development pipeline: Ian Moran leads player development and recruitment; WIN emphasizes individual development plans and skill support.

• Cross-border execution: Boston-to-NHL, NCAA-to-NHL and Sweden/Europe-to-North America pathways.

• Brand/commercial capability: full-service player support, off-ice guidance, endorsements and family services.

Agency Snapshot

Origin story

• Matt Keator built WIN Hockey Agency around personal relationships, direct advice and a limited-client approach.

• Keator’s background includes scouting and player development with the St. Louis Blues, USA Hockey council work and one season of professional hockey in Sweden.

• Zdeno Chára, Chris Kreider, Brandon Montour and other long-term relationships helped define the agency’s reputation for loyalty and communication.

Milestones

• Late 1990s – Matt Keator’s NHL agent career begins, based on WIN’s 27-year agent-experience statement.

• 2014 – WIN Hockey Agency Sweden says it began representing clients in Sweden and internationally.

• 2021 – Adam Fox signed a seven-year, $66.5M Rangers extension.

• 2023 – Leo Carlsson was selected No. 2 overall by Anaheim and signed his three-year ELC.

• 2024 – Brandon Montour signed a seven-year, $50M contract with Seattle after winning the Stanley Cup with Florida.

• 2025 – Nate Schmidt and Nico Sturm won the Stanley Cup, which WIN highlighted on its homepage.

• 2025 – Ryan Donato signed a four-year, $16M extension with Chicago.

Network strengths

• North America: NHL, AHL, NCAA, USHL, prep/high-school hockey, college advising and USA Hockey relationships.

• Europe: Sweden-based WIN Hockey Agency; SHL/NL/DEL and broader European-market placements.

• Specialty lanes: defensemen, NCAA forwards, late bloomers, small-book career management, family-advisory support and player-development planning.

Support Team / Partners

• Contract/cap specialist: Matt Keator.

• Player development/recruitment: Ian Moran.

• Player services/family support: Britta Moran.

• Recruitment/client services/business operations: Ryan Keator.

• Sweden/Europe agents: Marcus Isaksson and Radek Hamr.

• Sweden/Europe leadership and scouting: Peter Nilsson and Kenneth Carlsson.

• Training/performance network: Kinetic Fuel lists Matt Keator and Ian Moran among its hockey partner network.

• Financial/legal partners: WIN Sweden says it works through partners for tax advice and family law, but names are not publicly listed.

Notable Deals Led by WIN Hockey Agency NA

• 2021 – Adam Fox: New York Rangers – RFA extension – 7 years – $66.5M – $9.5M AAV – NMC/M-NTC structure reported publicly.

• 2024 – Brandon Montour: Seattle Kraken – UFA signing – 7 years – $50M – $7.14M AAV.

• 2023 – Alex Killorn: Anaheim Ducks – UFA signing – 4 years – $25M – $6.25M AAV.

• 2025 – Ryan Donato: Chicago Blackhawks – extension – 4 years – $16M – $4M AAV.

• 2025 – Nate Schmidt: Utah Mammoth – UFA signing – 3 years – $10.5M – $3.5M AAV.

• 2025 – Ryan Leonard: Washington Capitals – ELC – 3 years – $2.85M base value – $950K AAV.

• 2023 – Leo Carlsson: Anaheim Ducks – ELC – 3 years – $2.85M base value – $950K AAV.

• 2026 – Noah Steen: Tampa Bay Lightning – ELC – 2 years – $1.95M total – $973K AAV, beginning 2026-27.

Track Record (Last 3 Seasons)

• NHL contracts signed: 30 active NHL contracts listed under Matt Keator/WIN Hockey Agency.

• Total value signed (USD): approx. $290.45M active NHL contract value.

• Total AAV represented (USD): approx. $66.81M active NHL cap hit.

• Future contracts/extensions: 4 future contracts/extensions, approx. $10.52M future total value.

• Extensions/renewals: Ryan Donato, Adam Edström, Linus Karlsson, John Leonard and other recent renewals.

• ELCs signed: Ryan Leonard, Leo Carlsson, Ian Moore, Anton Johansson, Jackson Dorrington, Jack Berglund, Noah Steen.

• RFA outcomes: Adam Fox long-term RFA extension; Ryan Donato and several depth/RFA renewals.

• Arbitration cases: WIN testimonials reference arbitration experience, but no recent public heard arbitration award was identified.

• Europe transfers: public count not fully available; WIN Sweden states it represents players in Sweden and internationally.

• Aggregate client market value: approx. $290.45M active NHL contract value, plus $10.52M future contract value.

Compliance & Accreditation

• NHLPA certification status: Matt Keator is identified as an NHLPA agent by WIN Hockey Sweden and appears in public NHL agent/contract records.

• National federation registrations: WIN Hockey Sweden lists Marcus Isaksson and Radek Hamr as certified agents.

• Professional liability insurance: not publicly stated.

• Ethics/compliance notes: no verified public disciplinary issues found in the sources reviewed.

Testimonials

• Chris Kreider said Matt Keator’s “experience and honesty have been invaluable.”

• Nate Schmidt said Keator gives it “straight, fair and true.”

• Scott Darling said Keator “always picked up the phone.”

• Zdeno Chára said Keator is “always open and honest.”

Press, Awards & Recognition

• 2022 – New England Hockey Journal’s RinkWise featured Matt Keator’s advice for young players and his work with Zdeno Chára.

• 2023 – Leo Carlsson, a WIN client, was selected No. 2 overall by Anaheim.

• 2024 – Brandon Montour signed a seven-year, $50M deal with Seattle after winning the Stanley Cup.

• 2025 – WIN highlighted Stanley Cup wins by Nate Schmidt and Nico Sturm.

• 2025 – Sports Business Journal listed Matt Keator, founder/president/agent at WIN Hockey Agency, in a Glenn Wong “learning tree” feature.