The Marketing Power of Sydney Crosby

It’s been a memorable 2016 so far for one of Canada’s most prized national treasures, Sidney Crosby. Back in August, only two months removed from winning his second Stanley Cup with the Pittsburgh Penguins, Crosby was named Captain of Team Canada for the much-anticipated IIHF World Cup of Hockey.

Last week, history was made as Sid the Kid lead Team Canada to gold against a talented Team Europe, earning tournament MVP honors along the way. Crosby joins Wayne Gretzky and Bobby Orr as the only players to win the Hart Trophy, the Conn Smythe Trophy and MVP of the World Cup of Hockey – otherwise known as the “trifecta”.


The sport’s most marketable player just became even more marketable. But how exactly do you gauge the depth of his marketability?


  • Crosby’s Pittsburgh Penguins jersey currently leads all other NHL jerseys in sales.
  • He currently holds the record for the richest endorsement deal in NHL history after signing with Reebok back in 2010, inking a 5-7 year contract worth $1.4 million per year.
  • Last year alone, he earned an estimated $4.5 million with his kaledescope of endorsements including Gatorade, Rogers Communications, Adidas and of course, Tim Horton’s.

As the upcoming NHL season approaches, the marketing power of Sidney Crosby looks to only gain momentum after his dream-worthy streak of accomplishing the sport’s ultimate feats. Every competing brand aims to associate their name with a winner.

Who wouldn’t want to partner with Sid the Kid?

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