In today’s collegiate athletics world, Clemson University is a recognized powerhouse, yet one of its most enduring teams operates largely out of the public eye. For Coach Casey Brown, the Clemson University Club Ice Hockey team represents a sleeping giant. Describing the current state of the American Collegiate Hockey Association (ACHA) as akin to the “grunge scene of Seattle”—an underground movement on the verge of exploding into the mainstream—Brown is determined to lead the program into a new era of recognition and professionalization.
A Racer’s Mentality on the Rink
A native of Greenville, South Carolina, Brown’s journey to the ice was unconventional. Raised in a family of dirt track drivers, Brown diverged from the track to pursue youth hockey. This path eventually led to Liberty University, a school renowned for its investment in collegiate hockey, where Brown played before transitioning into coaching.
After graduation, Brown began coaching youth teams, eventually taking an assistant coaching role at Clemson when the team moved into a local rink. Now in their third year with the team and second year as head coach, Brown is leading a squad with a winning record and a roster of athletes dedicated enough to play without the transfer portal incentives of varsity sports. Brown describes this “post-covid world” of club hockey as a return to the “old amateur college system,” where students are driven by passion and education rather than scholarship money.
The “Underground” Legacy
Despite being the longest-tenured non-youth hockey team in Greenville—having existed since 1997, predating local professional teams like the Greenville Growl and the Swamp Rabbits—Clemson Hockey remains something of a secret. Brown acknowledges this “underground status,” noting that unlike in northern states, club hockey is often misunderstood in the south.
The team currently plays at The Pavilion in Taylors, SC, with a maximum capacity of only 250 seats. This facility constraint presents a significant hurdle for growth, but Brown views the situation through the lens of a “minor league baseball manager,” balancing on-ice performance with the need to drive attendance and manage a business. The organization is student-run, featuring a board of officers and interns handling social media and marketing, all working to elevate the team’s profile.
Breaking the “Intramural” Stigma
One of Brown’s primary missions is dismantling the perception that club sports are equivalent to intramural recreation.
“Baby steps towards a big goal” is the philosophy, with the immediate aim of proving the high level of competition within the ACHA. Brown notes that the team is a top-ranked Division 3 squad and points out that one of their players has even attended training camp with the professional Swamp Rabbits.
Brown emphasizes that the ACHA is a nationwide league, and former club players frequently move on to professional or semi-pro careers. However, operating on a budget of roughly $70,000—significantly less than rival University of South Carolina’s $160,000—requires ingenuity.
The Vision: Sponsorship and ACC Expansion
To bridge the financial gap, Brown is aggressively pursuing corporate sponsorships. Unlike varsity athletics, the club team offers potential sponsors less “red tape” and more flexibility in advertising, such as jersey patches and social media promotions. Brown envisions a family-friendly, pro-business environment at games where local businesses, from chiropractors to financial planners, can engage directly with fans.
Brown draws inspiration from Liberty University, where the club hockey arena seats 4,000 people and serves as a premier venue, a model that has already inspired universities like UVA and JMU to invest in ice rinks. Brown believes the Atlantic Coast Conference (ACC) is taking notice. With ACC schools like NC State drawing 10,000 fans to outdoor games, Brown argues that hockey offers significant revenue potential through media rights and corporate events.
“Hockey is a sport that brings everyone in,” Brown asserts, citing the revenue-generating power of ice rinks through public skating and events.
Looking Ahead
For Casey Brown, building Clemson Hockey is a process of learning from mistakes, likening the journey to Thomas Edison’s method of finding a thousand ways not to make a light bulb. With a winning record on the ice and a strategic vision for the front office, Brown is poised to bring Clemson Hockey out of the underground and into the spotlight through calculated, non-manipulative steps toward long-term success.
Note from the author: After hearing from Coach Casey, we at UpState Community Press took a group outing to one of their home games at the Pavilion in Taylors, SC. The game took place on Jan 30, 2026, against the Vanderbilt Commodores. In this Editor’s honest opinion, it was a top shelf experience from start to finish. We were asked to announce some of the starters onto the ice for senior night, and to really take in the full experience Clemson University Club Hockey provides. Though it was a losing effort, the Tigers fought and clawed until the very last second. The excitement has stuck with us here at Upstate Press, and we look forward to sharing that excitement with you next season throughout the team’s home game schedule. If your business would like to partner with Clemson University Club Ice Hockey on their upcoming season, please reach out to info@upstate.press.
