Sidney Crosby’s Wealth Growth: Earnings, Investments, and Endorsements (2016-2026)

Sidney Crosby, an iconic figure in the world of hockey, has consistently demonstrated his prowess on the ice. Over the past two decades, he has led the Pittsburgh Penguins to multiple victories, including back-to-back Stanley Cups in 2016 and 2017. As his career progresses, Crosby’s financial success has also significantly increased.

Sidney Crosby’s Wealth Growth: Career Earnings and NHL Contracts (2016-2026)

Since being drafted first overall by the Penguins in 2005, Crosby has remained a central player for the franchise. His contract history showcases his importance. His initial three-year entry-level contract had an annual average value of $3.7 million, with a cap hit of $850,000.

By 2009, after securing his first Stanley Cup, he signed a five-year extension worth $43.5 million. His financial trajectory took another leap in 2016, when he entered into a 12-year contract valued at $104.4 million. This contract ranks among the largest in NHL history.

In the 2016-17 NHL season alone, Crosby earned an impressive $15.4 million through his salary, bonuses, and endorsements. As of January 2026, his estimated net worth is $75 million, reflecting a significant increase from $55 million in 2016.

NHL Contracts Breakdown (2016-2026)

• 2016: Signed a 12-year contract for $104.4 million.
• 2021: Surpassed Jaromir Jagr’s career earnings with $129 million.
• Current Total Career Earnings: $165.67 million.
• Latest Deal: Two-year contract worth $17.4 million, averaging $8.7 million annually.

Endorsement Deals Contributing to Crosby’s Wealth

In addition to his NHL salary, Crosby has secured numerous endorsements that add to his income. His partnership with Adidas, which began in late 2016, is estimated to bring in $1 million to $1.5 million annually. He also renewed his long-standing agreement with Gatorade, which has evolved from a modest $300,000 deal to millions per year over time.

Moreover, he continues to partner with brands including Tim Hortons, CCM, and Bell Canada, enhancing his visibility in Canada and beyond.

Sidney Crosby’s Investments (2016-2026)

Crosby has also made strategic investments outside of hockey. He has ventured into real estate, acquiring multiple properties in Canada and the United States. Though no significant purchases have been reported since 2016, he has maintained and expanded his investments over the years.

Recently, Crosby was appointed as the brand ambassador for Lululemon, promoting Team Canada for the Milano Cortina 2026 campaign. The financial details of this arrangement remain undisclosed. Additionally, he holds an equity stake in Swiss watchmaker NORQAIN, although the terms of this partnership are not public.

A Legacy of Philanthropy and Financial Acumen

Throughout his career, Crosby has established himself not only as a skilled athlete but also as a respected figure off the ice. His strategic approach to wealth management—including contract negotiations, endorsements, and investments—coupled with his commitment to philanthropy, has laid a solid foundation for his financial legacy.

As Crosby continues to excel in the NHL, his wealth and influence are likely to grow, making his financial journey one to watch in the coming years.