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National Collegiate Athletics Association (NCAA) Division I schools compete with the Canadian Hockey League for top Canadian youth minor hockey players (ages 14–18). To address the challenges of adhering to NCAA’s eligibility and recruitment regulations, the NCAA commissioners created College Hockey Inc. (CHI). One challenge facing new institutions such as CHI is establishing legitimacy as a means of penetrating a crowded organizational field. In this paper we examine what forces, actions, and events contributed to the creation of CHI and what forces, actions, or events contribute to maintaining CHI’s relevance in their attempt to leverage NCAA Division I hockey with Canadian players and parents. Educational Opportunities, Student Life Experiences, Player Development, and Professional Hockey Opportunities were found to be discursive strategies used by CHI to gain …