| Player Name | Team | Brand | Product | Endorsement Type | Contract Value (USD) | Start Year | End Year |
|---|---|---|---|---|---|---|---|
| Wayne Gretzky | Los Angeles Kings | Nike | Skates | Sponsorship | 1000000 | 1991 | 1999 |
| Sidney Crosby | Pittsburgh Penguins | Reebok | Hockey Stick | Sponsorship | 5000000 | 2008 | 2023 |
| Alexander Ovechkin | Washington Capitals | Adidas | Apparel | Sponsorship | 4000000 | 2010 | 2023 |
| Connor McDavid | Edmonton Oilers | Under Armour | Shoes | Sponsorship | 8000000 | 2017 | 2023 |
| Auston Matthews | Toronto Maple Leafs | Bauer | Hockey Gear | Sponsorship | 3000000 | 2019 | 2023 |
| Patrick Kane | Chicago Blackhawks | Gatorade | Drink | Sponsorship | 1500000 | 2016 | 2023 |
| Steven Stamkos | Tampa Bay Lightning | EA Sports | Video Game | Endorsement | 2000000 | 2017 | 2023 |
| Marc-Andre Fleury | Vegas Golden Knights | Vaughn | Goaltending Gear | Sponsorship | 600000 | 2018 | 2023 |
| Henrik Lundqvist | New York Rangers | Citi | Financial Services | Sponsorship | 1000000 | 2014 | 2021 |
| Jaromir Jagr | Various | Czech Beer | Beverage | Endorsement | 500000 | 2013 | 2019 |
| Evgeni Malkin | Pittsburgh Penguins | CCM | Hockey Stick | Sponsorship | 3500000 | 2015 | 2023 |
| Nathan MacKinnon | Colorado Avalanche | Tim Hortons | Coffee | Endorsement | 4000000 | 2018 | 2023 |
| John Tavares | Toronto Maple Leafs | TCL | Electronics | Sponsorship | 2500000 | 2019 | 2023 |
| Tyler Seguin | Dallas Stars | Beats by Dre | Headphones | Sponsorship | 3000000 | 2016 | 2023 |
| Ryan Getzlaf | Anaheim Ducks | Honda | Automobile | Sponsorship | 2000000 | 2013 | 2020 |
| Anze Kopitar | Los Angeles Kings | Blu-ray | Entertainment | Endorsement | 500000 | 2015 | 2023 |
| Patrice Bergeron | Boston Bruins | Bauer | Skates | Sponsorship | 4000000 | 2017 | 2023 |
| Marc Giordano | Seattle Kraken | Monster Energy | Drink | Sponsorship | 300000 | 2021 | 2023 |
| Mike Bossy | New York Islanders | Cogswell | Personal Training | Endorsement | 750000 | 2010 | 2015 |
| Alex Ovechkin | Washington Capitals | Tissot | Watch | Sponsorship | 500000 | 2017 | 2023 |
| Zdeno Chara | Boston Bruins | HockeyMonkey | Gear Retailer | Endorsement | 400000 | 2011 | 2019 |
| Joe Thornton | Florida Panthers | Kraft | Food Products | Sponsorship | 750000 | 2012 | 2021 |
| Henrik Sedin | Vancouver Canucks | Coca-Cola | Beverage | Sponsorship | 1000000 | 2011 | 2018 |
| Daniel Sedin | Vancouver Canucks | Nike | Apparel | Endorsement | 800000 | 2011 | 2018 |
| Ben Bishop | Dallas Stars | Reebok | Goalie Pads | Sponsorship | 600000 | 2015 | 2022 |
| David Pastrnak | Boston Bruins | Puma | Apparel | Endorsement | 3000000 | 2019 | 2023 |
| Dougie Hamilton | New Jersey Devils | Adidas | Hockey Equipment | Sponsorship | 2000000 | 2020 | 2023 |
| Mark Scheifele | Winnipeg Jets | Canadian Tire | Retail | Sponsorship | 500000 | 2018 | 2023 |
| Carey Price | Montreal Canadiens | Vans | Footwear | Endorsement | 1000000 | 2015 | 2021 |
| Blake Wheeler | Winnipeg Jets | Fidelity | Investment Services | Sponsorship | 500000 | 2019 | 2023 |
| Seth Jones | Chicago Blackhawks | Kraft | Snack Foods | Sponsorship | 700000 | 2021 | 2023 |
| Jonathan Toews | Chicago Blackhawks | Hewlett Packard | Technology | Endorsement | 1500000 | 2016 | 2021 |
| Victor Hedman | Tampa Bay Lightning | Pony | Footwear | Sponsorship | 300000 | 2017 | 2023 |
| David Krejci | Boston Bruins | Toshiba | Electronics | Endorsement | 500000 | 2018 | 2023 |
| Gabriel Landeskog | Colorado Avalanche | Pioneer | Audio Equipment | Sponsorship | 2500000 | 2020 | 2023 |
| Evgeni Malkin | Pittsburgh Penguins | Gatorade | Drink | Sponsorship | 2000000 | 2018 | 2023 |
| Rasmus Dahlin | Buffalo Sabres | Nike | Apparel | Sponsorship | 1500000 | 2020 | 2023 |
| Chris Kreider | New York Rangers | Gillette | Shaving Products | Endorsement | 1000000 | 2019 | 2023 |
| Kris Letang | Pittsburgh Penguins | Air Canada | Airline Services | Sponsorship | 800000 | 2015 | 2022 |
| Isabelle Charest | Canada National Team | Toyota | Automobile | Endorsement | 400000 | 2019 | 2023 |
| Paul Byron | Montreal Canadiens | Rogers | Telecommunications | Sponsorship | 360000 | 2014 | 2022 |
| Wayne Gretzky | Various | Gretzky Estate | Merchandise | Endorsement | 2000000 | 2019 | 2023 |
| T.J. Oshie | Washington Capitals | NHL 21 | Video Game | Sponsorship | 700000 | 2020 | 2023 |
| Roman Josi | Nashville Predators | Apple | Technology | Endorsement | 1500000 | 2022 | 2023 |
| Marc-Andre Fleury | Chicago Blackhawks | Spalding | Training Equipment | Sponsorship | 500000 | 2021 | 2023 |
| Seth Jones | Chicago Blackhawks | Dicks Sporting Goods | Retail | Sponsorship | 750000 | 2021 | 2023 |
| Jakub Voracek | Columbus Blue Jackets | Kraft | Food | Endorsement | 600000 | 2017 | 2023 |
| Nikita Kucherov | Tampa Bay Lightning | Lululemon | Athletic Wear | Sponsorship | 2000000 | 2021 | 2023 |
| Oliver Ekman-Larsson | Vancouver Canucks | Xterra | Sports Gear | Endorsement | 300000 | 2019 | 2023 |
| Chris Letang | Pittsburgh Penguins | Budweiser | Beer | Sponsorship | 900000 | 2018 | 2023 |
| Mathew Barzal | New York Islanders | Samsung | Electronics | Endorsement | 800000 | 2022 | 2023 |
| Quinn Hughes | Vancouver Canucks | Zara | Clothing | Sponsorship | 500000 | 2021 | 2023 |
| Taylor Hall | Boston Bruins | Cleansers | Personal Care | Endorsement | 650000 | 2020 | 2023 |
| Zach Hyman | Edmonton Oilers | Walmart | Retail | Sponsorship | 600000 | 2021 | 2023 |
| Jaden Schwartz | Seattle Kraken | Nestle | Food Products | Endorsement | 300000 | 2020 | 2023 |
| Jordan Binnington | St. Louis Blues | Pepsi | Beverage | Sponsorship | 600000 | 2019 | 2023 |
| Barclay Goodrow | New York Rangers | Sierra Nevada | Beer | Endorsement | 500000 | 2021 | 2023 |
| Cam Talbot | Ottawa Senators | Timberland | Footwear | Sponsorship | 300000 | 2021 | 2023 |
| Brayden Point | Tampa Bay Lightning | Skittles | Candy | Sponsorship | 400000 | 2021 | 2023 |
| James van Riemsdyk | Philadelphia Flyers | Subway | Sandwich Chain | Endorsement | 700000 | 2018 | 2023 |
| Evander Kane | Edmonton Oilers | Xfinity | Internet Service | Sponsorship | 550000 | 2021 | 2023 |
| Tomas Tatar | New Jersey Devils | Skillz | Gaming | Endorsement | 300000 | 2021 | 2023 |
| Brandon Tanev | Pittsburgh Penguins | Root Beer | Beverage | Sponsorship | 400000 | 2020 | 2023 |
| Ryan O'Reilly | St. Louis Blues | GNC | Nutrition | Endorsement | 600000 | 2019 | 2023 |
| Filip Forsberg | Nashville Predators | Coca-Cola | Beverage | Sponsorship | 500000 | 2021 | 2023 |
| Jakub Vrana | Detroit Red Wings | Under Armour | Sportswear | Sponsorship | 650000 | 2021 | 2023 |
| Carter Hart | Philadelphia Flyers | Nestlé | Food Products | Endorsement | 400000 | 2021 | 2023 |
| Jussi Jokinen | Various | Tenova | Gaming | Endorsement | 200000 | 2013 | 2018 |
| Patrik Laine | Columbus Blue Jackets | Warrior | Hockey Equipment | Sponsorship | 800000 | 2019 | 2023 |
| Tyler Toffoli | Montreal Canadiens | Kia | Automobile | Sponsorship | 500000 | 2021 | 2023 |
| Keith Yandle | Florida Panthers | Columbia | Outdoor Gear | Endorsement | 400000 | 2017 | 2023 |
| Kirby Dach | Chicago Blackhawks | GoPro | Cameras | Sponsorship | 250000 | 2021 | 2023 |
| Riley Tufte | Dallas Stars | Starbucks | Coffee | Endorsement | 200000 | 2021 | 2023 |
| Max Pacioretty | Vegas Golden Knights | Intel | Technology | Sponsorship | 300000 | 2020 | 2023 |
| Kevin Fiala | Los Angeles Kings | Adidas | Footwear | Endorsement | 500000 | 2022 | 2023 |
| Mika Zibanejad | New York Rangers | Bud Light | Beer | Sponsorship | 400000 | 2021 | 2023 |
| Anthony Duclair | Florida Panthers | Red Bull | Energy Drink | Endorsement | 350000 | 2020 | 2023 |
| Sam Reinhart | Florida Panthers | Reebok | Hockey Gear | Sponsorship | 300000 | 2020 | 2023 |
| Andrew Ladd | New York Islanders | Campbell's | Soup | Endorsement | 400000 | 2019 | 2023 |
| Colton Parayko | St. Louis Blues | AT&T | Telecommunication | Sponsorship | 600000 | 2021 | 2023 |
| Nico Hischier | New Jersey Devils | Nike | Athletic Apparel | Endorsement | 500000 | 2020 | 2023 |
| Mark Stone | Vegas Golden Knights | EA Sports | Video Games | Sponsorship | 800000 | 2021 | 2023 |
| Casey Mittelstadt | Buffalo Sabres | Amway | Health Products | Endorsement | 300000 | 2021 | 2023 |
| Adam Fox | New York Rangers | Razer | Gaming Gear | Sponsorship | 400000 | 2021 | 2023 |
| John Carlson | Washington Capitals | Adidas | Hockey Gear | Endorsement | 600000 | 2020 | 2023 |
| Oliver Wahlstrom | New York Islanders | Monster | Energy Drinks | Sponsorship | 250000 | 2021 | 2023 |
| Vladimir Tarasenko | St. Louis Blues | Pepsi | Beverage | Endorsement | 700000 | 2019 | 2023 |
| Lucas Raymond | Detroit Red Wings | Under Armour | Athletic Wear | Sponsorship | 400000 | 2021 | 2023 |
| Rasmus Ristolainen | Philadelphia Flyers | Travelocity | Travel Services | Endorsement | 200000 | 2021 | 2023 |
| Viktor Arvidsson | Los Angeles Kings | M&Ms | Candy | Sponsorship | 300000 | 2021 | 2023 |
| Dylan Larkin | Detroit Red Wings | New Balance | Shoes | Endorsement | 600000 | 2020 | 2023 |
| Seth Jones | Chicago Blackhawks | SayItWithStickers | Merchandise | Sponsorship | 500000 | 2021 | 2023 |
| Jack Eichel | Vegas Golden Knights | Ice Breakers | Candy | Endorsement | 700000 | 2020 | 2023 |
| Alex Killorn | Tampa Bay Lightning | Verizon | Telecom | Sponsorship | 500000 | 2021 | 2023 |
| Jesse Puljujärvi | Carolina Hurricanes | Lays | Chips | Endorsement | 200000 | 2021 | 2023 |
| Chris Tierney | Ottawa Senators | Scotiabank | Banking | Sponsorship | 300000 | 2021 | 2023 |
| Adrian Kempe | Los Angeles Kings | Nestlé | Food Products | Endorsement | 400000 | 2021 | 2023 |
| Jakub Voracek | Columbus Blue Jackets | Cinch | Apparel | Sponsorship | 300000 | 2021 | 2023 |
| Frederik Andersen | Carolina Hurricanes | True | Hockey Equipment | Endorsement | 600000 | 2020 | 2023 |
| Teuvo Teravainen | Carolina Hurricanes | Orbit | Gum | Sponsorship | 250000 | 2021 | 2023 |
| Anze Kopitar | Los Angeles Kings | Baskin-Robbins | Ice Cream | Endorsement | 450000 | 2020 | 2023 |
| Kris Letang | Pittsburgh Penguins | Dunkin' Donuts | Coffee Chain | Sponsorship | 300000 | 2021 | 2023 |
| Brayden Schenn | St. Louis Blues | Scotiabank | Banking Services | Endorsement | 400000 | 2021 | 2023 |
| Travis Konecny | Philadelphia Flyers | Frito-Lay | Snacks | Sponsorship | 250000 | 2021 | 2023 |
| Mathieu Perreault | Winnipeg Jets | Shaw | Telecom | Endorsement | 200000 | 2020 | 2023 |
| Jack Campbell | Toronto Maple Leafs | Cascades | Tissue Paper | Sponsorship | 600000 | 2021 | 2023 |
| Joe Pavelski | Dallas Stars | Comcast | Internet Service | Endorsement | 700000 | 2020 | 2023 |
| Craig Smith | Boston Bruins | Dr Pepper | Soda | Sponsorship | 500000 | 2021 | 2023 |
| Nick Suzuki | Montreal Canadiens | Best Buy | Electronics | Endorsement | 300000 | 2021 | 2023 |
| Jared Spurgeon | Minnesota Wild | Jack Links | Jerky | Sponsorship | 600000 | 2021 | 2023 |
| Jason Zucker | Pittsburgh Penguins | Sierra Mist | Soda | Endorsement | 300000 | 2021 | 2023 |
| Michael Bunting | Toronto Maple Leafs | Champion | Apparel | Sponsorship | 700000 | 2021 | 2023 |
| Roope Hintz | Dallas Stars | Dairyland | Dairy Products | Endorsement | 400000 | 2021 | 2023 |
| Jordan Greenway | Minnesota Wild | Buffalo Wild Wings | Restaurant | Sponsorship | 500000 | 2021 | 2023 |
| Josh Anderson | Montreal Canadiens | Chick-fil-A | Fast Food | Endorsement | 250000 | 2021 | 2023 |
| Matt Duchene | Nashville Predators | Reese's | Candy | Sponsorship | 300000 | 2021 | 2023 |
| Carter Verhaeghe | Florida Panthers | Cuban Coffee | Beverage | Endorsement | 200000 | 2021 | 2023 |
| Freddie Andersen | Carolina Hurricanes | Old Spice | Personal Care | Sponsorship | 600000 | 2021 | 2023 |
| Alec Regula | Chicago Blackhawks | Best Buy | Electronics | Endorsement | 200000 | 2021 | 2023 |
| Logan Couture | San Jose Sharks | RUBY | Restaurant | Sponsorship | 400000 | 2021 | 2023 |
| Kirill Kaprizov | Minnesota Wild | Catherine's Collections | Fashion | Endorsement | 800000 | 2021 | 2023 |
| Martin Necas | Carolina Hurricanes | Budweiser | Beer | Sponsorship | 300000 | 2021 | 2023 |
| Matt Barzal | New York Islanders | Coca-Cola | Beverage | Endorsement | 700000 | 2021 | 2023 |
| Brian Elliott | Tampa Bay Lightning | Rockets | Energy Drinks | Sponsorship | 150000 | 2021 | 2023 |
| William Nylander | Toronto Maple Leafs | Snickers | Candy | Endorsement | 600000 | 2021 | 2023 |
| Victor Hedman | Tampa Bay Lightning | Chick-fil-A | Fast Food | Sponsorship | 500000 | 2021 | 2023 |
| Mikko Rantanen | Colorado Avalanche | Coca-Cola | Beverage | Endorsement | 600000 | 2021 | 2023 |
| Jonathan Huberdeau | Florida Panthers | McDonald's | Fast Food | Sponsorship | 300000 | 2021 | 2023 |
| Jamie Benn | Dallas Stars | Pepsi | Soft Drink | Endorsement | 450000 | 2021 | 2023 |
| Zach Bogosian | Tampa Bay Lightning | Crown Royal | Whiskey | Sponsorship | 500000 | 2021 | 2023 |
| Alex DeBrincat | Ottawa Senators | Monster Energy | Beverage | Endorsement | 200000 | 2021 | 2023 |
| Jordan Staal | Carolina Hurricanes | Panera Bread | Restaurant | Sponsorship | 300000 | 2021 | 2023 |
| Nikolaj Ehlers | Winnipeg Jets | Coca-Cola | Beverage | Endorsement | 150000 | 2021 | 2023 |
| Travis Sanheim | Philadelphia Flyers | Frito-Lay | Snacks | Sponsorship | 200000 | 2021 | 2023 |
| Alex Iafallo | Los Angeles Kings | EA Sports | Video Game | Endorsement | 160000 | 2021 | 2023 |
| Mikhail Sergachev | Tampa Bay Lightning | Taco Bell | Fast Food | Sponsorship | 200000 | 2021 | 2023 |
| Dylan Strome | Chicago Blackhawks | Subway | Sandwich Chain | Endorsement | 350000 | 2023 | 2023 |
| Ryan Pulock | New York Islanders | Coffee Bean | Beverage | Sponsorship | 400000 | 2021 | 2023 |
| Nikita Zadorov | Calgary Flames | Bulldog Skates | Hockey Gear | Endorsement | 150000 | 2021 | 2023 |
| Samuel Montembeault | Florida Panthers | HBO Max | Streaming Service | Sponsorship | 250000 | 2021 | 2023 |
| Jesse Puljujarvi | Edmonton Oilers | Ben & Jerry's | Ice Cream | Endorsement | 300000 | 2021 | 2023 |
| Valeri Nichushkin | Colorado Avalanche | Domino's | Pizza | Sponsorship | 250000 | 2021 | 2023 |
| Oliver Ekman-Larsson | Vancouver Canucks | BMO | Banking | Endorsement | 600000 | 2021 | 2023 |
| Kyle Connor | Winnipeg Jets | Nike | Sportswear | Sponsorship | 500000 | 2021 | 2023 |
| Conor Garland | Vancouver Canucks | Reese's | Candy | Endorsement | 400000 | 2021 | 2023 |
| Drew Doughty | Los Angeles Kings | Adams | Home Goods | Sponsorship | 200000 | 2021 | 2023 |
| Radko Gudas | Florida Panthers | Hooters | Restaurant | Endorsement | 350000 | 2021 | 2023 |