The traditional focus, in the area of sport management, for researchers studying consumers' perspectives on organizational brand equity has been on spectators and/or fans. This study expands the traditional view of the sport consumer to include those involved in the production of the product, the hockey players who may be viewed as a form of employee providing a service. However, prior to becoming an employee these players are consumers facing a consumption decision between competing brands. This qualitative study is based on data obtained via semi-structured interviews with 54 elite young Canadian hockey players and documentary evidence. The central purpose of this thesis is to increase understanding of the brand equity of the Ontario [ice] Hockey League (OHL) from the player perspective. The players were asked about antecedent influences that help shape their perceptions of the OHL and therefore influence brand equity of the league. The players were further asked how these perceptions might influence their consumption decision of playing in the OHL or pursuing the major competitive path through the National Collegiate Athletic Association (NCAA).