By Kevin Kurtt

Let's Play Hockey Editor

From Nov. 9-16, thousands of athletes in numerous sports signed their name to a National Letter of Intent (NLI), fulfilling a dream of earning a scholarship to play Division I or II college athletics. That dream has become a reality for countless hockey players over the years in Minnesota and this season is no different.

Getting NHL players to use and wear certain equipment is big business for the hockey industry

By Kevin Kurtt

Let’s Play Hockey Editor

Last year, Pittsburgh Penguins superstar Sidney Crosby signed the richest endorsement deal in NHL history when he inked what is believed to be a seven-year, nearly $10 million deal with Reebok. With other endorsement deals with Bell, Tim Hortons and Gatorade, Crosby is the NHL’s top-earner at $11.2 million, $9.0 million of which is salary.

Earlier this fall, Washington Capitals star forward Alex Ovechkin signed a lucrative six-year global endorsement deal with Bauer. The deal covers Ovechkin’s on-ice gear, and follows an earlier deal with Nike that includes his base layer and other apparel rights.

It was major news in the hockey world when Ovechkin joined Bauer after five years as the signature endorsee of CCM. It was major news because athlete endorsements are big business for hockey companies like Bauer, Reebok-CCM, Easton, Warrior and others. Companies pay the Crosbys and Ovechkins of the world significant sums of money in the hopes of growing the brand in North America and abroad.

Like Tiger Woods, LeBron James and Roger Federer with Nike, having superstars use your product is a significant marketing tool. It makes sense, then, that hockey companies are vying to get their equipment into the hands of as many NHL players as possible. Easton, for example, can boast that nearly 250 NHL players use one of their sticks.

Likewise, companies sign deals with college and junior hockey programs to be the team’s official supplier. Bauer, for example, has secured the rights to outfit the men’s hockey programs at Minnesota, Minnesota Duluth and Minnesota State. Relative newcomer to the hockey gear business, Combat, is in its first season as the official equipment supplier of the North American Hockey League.

Equipping NHL, college and junior hockey teams and players is a significant marketing tool of the hockey industry. When a young hockey player sees his or her favorite player using gear from a certain company, he or she may be more likely to choose that company when buying (or begging their parents to buy) new equipment.

• Equipping the pros: Goalies in pro hockey

• Equipping the pros: Equipment use in pro hockey

• Equipping the pros: Equipment use in pro hockey

• What they’re wearing: The Minnesota Wild & area men’s Division I teams