Connor McDavid

50 Most Marketable 2018 - Connor McDavid

Canadian, 21, Ice Hockey

The NHL’s US$100 million man

Representatives: Wasserman/Orr Hockey Group

Key partners: CCM Hockey, Adidas, CIBC, BioSteel, Canadian Tire

Just three seasons into his National Hockey League (NHL) career, Connor McDavid already possesses the kryptonite-proof aura of invincibility that one only associates with ice hockey’s greatest players. Spurred on by a relentless thirst for success, the Edmonton Oilers captain can lay claim to one MVP award, two All-Star appearances and a new US$100 million contract, making him the highest paid player in NHL history.

An electrifying entertainer on the ice, McDavid is equally measured off it, where a slate of endorsement deals have only strengthened his status as the most marketable player in one of North American sport’s four major leagues. Seemingly keen to tap into that stardom, the 21-year-old became the first active NHL player to visit China in 2016, when he flew to the country to promote his nutrition partner, BioSteel. It represented a savvy move by a player set on transcending a league which has often struggled to breach its continental boundaries.

But despite McDavid’s growing list of individual accolades, one honour still eludes him. McDavid’s boundless potential won’t have been fulfilled until he’s hoisting the Stanley Cup above his head, and his pursuit of ice hockey’s greatest prize is likely to be the NHL’s leading storyline going forward. SC

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