Brent Hancock, the longtime publicist and public relations director of the Hershey Bears, died Monday at Frey Village Retirement Center in Middletown, Pa. He was 90.
A graduate of Milton Hershey School in 1934, Hancock immediately began his career in hockey working in publicity for the Hershey B’ars of the Eastern Amateur Hockey League. When the Bears took to the ice in the American Hockey League in 1938, Hancock was in charge of writing the game program and assisting the team in all publicity matters for 44 years until his retirement in 1982. He was the winner of the AHL’s Ken McKenzie Award in 1981-82 for his outstanding work in PR and Marketing.
In lieu of flowers, memorial contributions may be made to the Milton Hershey School Alumni Association, P.O. Box 133, Hershey, PA 17033.
“Brent was one of the best PR men in the business in his time, a great storyteller and equally as good a historian. He will surely be missed.” – Bears President/GM Doug Yingst
“Brent was a Hershey Bear, dedicated to the team and to the town. He treated me with great respect in my first real coaching assignment. He was a real gentleman, a fine person to know.” – Ottawa Senators General Manager Bryan Murray
“Brent’s contributions to Hershey and to the American Hockey League were invaluable. His professionalism and dedication helped preserve the storied histories of the Bears and the AHL.” – American Hockey League President David Andrews
"Brent Hancock was like Frank Mathers before him — a fine gentleman. He will always be remembered alongside the Hershey Bears and the American Hockey League.” – Ottawa Senators Head Coach John Paddock