With 24-year-old Lightning C Steven Stamkos being a "marketer's dream," some have wondered why he has not "been promoted more" by the NHL, according to Joe Smith of the TAMPA BAY TIMES. Stamkos is "one of the best hockey players in the world" and has "looks, personality." He also is "humble." But he has a "small national profile" and was "not even one of the four players on the cover of the game program" for yesterday's All-Star Game. NHL Exec VP & CMO Brian Jennings said, "As far as being likeable as an athlete, Steven is off the charts. He's a terrific young guy." Smith noted Stamkos has endorsement deals in Canada with "several high-end companies, including Nike." But as the league "continues to push" others, Stamkos "flies under the radar." Playing in Tampa may be "part of the reason." Jennings said that the NHL "promotes Stamkos in a myriad of ways, from putting his highlights on a 'sizzle reel' for potential marketing partners, to putting a large photo of him on the outside of Nationwide Arena for the All-Star Game." TSN's Craig Button said, "I think everyone in the league knows how good Steven Stamkos is. The next step for Steven is, if you want to get onto that platform with the [Jonathan] Toews and [Sidney] Crosbys ... it's going to require him to be in the playoffs." Ontario-based Cosmos Sports Marketing President Cary Kaplan said that even though Stamkos is "popular in Canada, he plays only a few games in Toronto" each year. Kaplan: "If he played for the Maple Leafs, he may be bigger than Sidney Crosby." Jennings added, "When you're in a nontraditional market, there's no doubt you have to work harder than if you're in an Original Six market" (TAMPA BAY TIMES, 1/25).
