How Sidney Crosby became the biggest brand in hockey

Call it Crosby Inc. Pittsburgh Penguins superstar Sidney Crosby has partnered with some of the world’s biggest brands to create an uber-brand that’s bigger and more powerful than anyone else in the game. Sportsnet reporter Dan Robson does an excellent job of detailing the entire Sidney Crosby brand with his latest article for the publication.

Tim Hortons, Gatorade, Adidas, they’re all part of a sponsorship roster that nets Crosby an estimated $4.5 million annually in product endorsements. Crosby has cultivated his squeaky clean image since before he even entered the NHL. Hardworking, successful and humble, Crosby is endlessly marketable. He’ll never find himself in the middle of a controversy and his greatness is undeniable. That’s important to a brand and they’re willing to pay big bucks to hitch their ride to such a reliable and marketable star.

In the article, Robson explains how big of a role Crosby’s agent Pat Brisson played in the crafting of Crosby Inc. Brisson discovered Crosby when the burgeoning superstar was just 13 years old and signed him as a client at just age 14. Brisson knew right from the start that Crosby had star power and massive brand appeal.

“According to Brisson, from the very beginning Crosby’s image was the result of carefully selected relationships. Brisson knew corporations would be lining up to work with the kid, but Crosby had one job that had to come before everything else: playing hockey. So the agent guarded his prized client like an overprotective parent.”

The gamble Brisson took on a teenager has paid off in spades. Not only has Crosby blossomed into the world’s best hockey player, but he’s also developed into the world’s best hockey brand.