During his undergraduate studies, John Burd (SPMA '16) didn't wind down on Friday nights, he headed to the rink.
He committed his weekends to tracking statistics at men's hockey games, which eventually helped the Brock University graduate land his dream job with the National Hockey League (NHL).
Brock University Sport Management graduate John Burd (SPMA '16) successfully set his sights on the big leagues and now captures stats for the NHL during live hockey games.
"I applied to Brock without a clear direction," says the Manager of Statistics and Research. "The general program offered flexibility, but once I discovered Sport Management, I fell in love with it instantly. The courses were interesting and the professors were supportive; and then I realized it was one of the top programs in the country."
Burd began volunteering with Brock's men's hockey team and later with the Niagara Falls Canucks Junior B club. What initially seemed like a resumé-building opportunity quickly became a career-defining experience.
"The biggest surprise was how much I enjoyed it," he says. "At first, it was simply volunteering, but I realized I could see myself doing it long term. It meant missing social events, but I wouldn't change a thing. Those experiences set me on the path I'm on now."
But breaking into the industry was not easy.
After graduating in 2016, Burd worked contract roles, pushing himself to take on challenges with the support of leaders who helped him grow.
"I knew I wanted to challenge myself," he says. "When the opportunities arose, I was ready."
The grind paid off. In 2018, Burd landed a role with the NHL, where he met a fellow Sport Management grad on his first day.
"Brock is sprinkled everywhere," he says. "The program has a huge influence in the sport industry."
Today, Burd overseas statistics in the public relations department at the league's Toronto office. His workdays often stretch into the night, supporting executives, broadcasters and media outlets like ESPN and Sportsnet with real-time data and storylines.
Alongside his team, he audits live games to ensure score accuracy, contributes to the NHL's Live Updates page and produces the Morning Skate digest of key storylines. He's often at the forefront of documenting sport history, like last year when Alex Overchkin broke Wayne Gretzky's all-time goals record.
"We built momentum around that story using statistics, creating excitement for fans worldwide leading up to that historic day," he says.
He also covers marquee events such as the NHL Draft, translating numbers into storytelling narratives that help to grow the game.
Looking back, Burd says even the smallest opportunities, from internships to late-night volunteer shifts, were essential.
"Even though on the surface, some opportunities didn't immediately look appealing, they turned out to be the most valuable," he says. "Because it gave me autonomy and room to experiment. Those lessons have stayed with me."
Burd encourages students to build experience, diversify their skills and take every opportunity to learn.
"The only thing you can control is what you bring to the table," he says. "If you do that, the rest will follow."
