Tips for advertising my new online business?

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Getting advertising on popular sites could be beneficial. Make sure your website has good SEO so people can find you on search engines. You could also take out some google/facebook ads that will target people interested in purchasing that kind of stuff.

If you want to get advertising, other than google adsense, I use commission junction for my website. It gives advertisers a commission on sales due to clicks. It's a win-win for both as you only pay out when a sale is made following a click on a banner/text ad and the advertiser gets a cut on the sale as a reward for the ad.

Finally, I would gladly add a link to your website if you would give me the URL. I try and keep a database of hockey manufacturers and hockey related manufacturers up to date.
Also can give you a follow on twitter

Hope it helps!