Connor McDavid, the star center for the Edmonton Oilers, is widely regarded as the face of the NHL. His on-ice dominance translates to major off-ice value, with endorsements adding an estimated $4.5 million to his $12.5 million annual salary.
Brands like CCM, Rogers Communications, and Adidas trust McDavid’s consistent performance and humility, which resonate well with both fans and sponsors. With a net worth of around $30 million, McDavid balances commercial appeal with a love for hockey, ensuring he remains relevant far past his retirement.
The Washington Capitals' all-time leading scorer, Alex Ovechkin is a force to be reckoned with on the ice. His explosive play style and passion for the game have made him a fan favorite. Earning roughly $10 million in salary and an additional $4 million from endorsements, Ovechkin partners with major brands like Nike, Gatorade, and Bauer.
While Ovechkin may not have the same clean-cut image as some of his peers, his larger-than-life personality and his ability to connect with fans have made him a valuable asset to brands., as he's estimated to be worth $80 million.
Sidney Crosby has maintained superstar status throughout his career, which extends to his impact as an endorser. Crosby earns about $10.9 million from the Pittsburgh Penguins, supplemented by another $4.5 million annually in endorsements with brands like Adidas, Gatorade, and Tim Hortons.
He's known for his reserved and humble personality, which makes him a reliable and trustworthy spokesperson for huge brands like Reebok and Rolex. Crosby’s reputation as a steady and high-achieving player has made him highly marketable, adding to his approximate $75 million net worth.
Auston Matthews, the Toronto Maple Leafs' star center, is one of the most talented young players in the NHL. Matthews has endorsement deals with brands like Adidas and BioSteel.
Matthews earns around $13 million in salary with an additional $3 million from endorsements. With high-profile partnerships including Nike, Scotiabank, and Verizon, Matthews appeals to a younger demographic, making him attractive to brands targeting a that audience.
Patrick Kane, currently with the Detroit Red Wings, remains one of hockey’s highest earners, with a $13.8 million salary and around $1 million in endorsements from brands like Bauer and McDonald’s.
Kane’s extensive career has established him as a reliable player, which translates well into his market appeal. Known for his playmaking abilities, he has cultivated a relatable and authentic image, drawing in both hockey fans and major companies.
