NHL owners settled their lockout of the players in January, salvaging a 48-game season. The biggest financial upshot of the new collective bargaining agreement was reducing the overall percentage of revenues going to the players from 57% of 50%. The NBA and NFL also significantly slashed the cut of revenues going to players in recent years in their new CBAs. In both basketball and football, the fallout was the same: stars still got paid massive sums, while the middle class got squeezed. Expect the same in hockey, as owners break the bank to secure those players that can fill arena seats and drive TV ratings.

Sidney Crosby earns $12 million in salary this season from the Pittsburgh Penguins. It is the not the biggest salary in the game, but Sid the Kid remains the NHL’s most marketable player resulting in endorsement and memorabilia income of $4.5 million. His total earnings, including off-ice income, of $16.5 million makes Crosby the NHL’s highest-paid player.

Injuries have hampered Crosby in recent years, but the Pens committed $104 million last year as part of a 12-year contract extension, which kicks off this season. His deal with Reebok is the largest endorsement agreement in hockey. Other partners include Bell, Gatorade , Tim Hortons THI -0.08% and Frameworth for memorabilia. Crosby is also in hot demand as the 2014 Sochi Winter Olympics approach. He scored the game-winning goal in overtime for Team TISI -0.1% Canada in the gold medal game against the U.S. in 2010 in Vancouver. It further cemented his status as a hero in Canada. Crosby and his agent are weighing a myriad of marketing opportunities for Sochi, but have not signed anything yet.