Sport: Ice Hockey
Following the high of his overtime gold-medal winning goal in the final of the 2010 Winter Olympics ice hockey tournament, 12 months on, Sidney Crosby has firmly cemented himself as one of the sport’s most marketable athletes.
Indeed, in May 2010 Crosby signed the richest endorsement in National Hockey League (NHL) history with Reebok, reportedly worth some US$1.4 million annually for at least five years, to supplement the deals he already holds with companies including Bell, Gatorade and Tim Hortons. SportsPro
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