Crosby back on ice and breaking new ads

Now that Sidney Crosby has returned to the ice, the Pittsburgh Penguins center will be featured in at least three new commercial spots that will air in Canada — including one for Gatorade, which recently extended its deal with the NHL star.

Crosby had been out of action since January, recovering from a concussion. But Gatorade, whose deal with Crosby dates to the 24-year-old phenom’s rookie year of 2005, agreed to extend its sponsorship even before Crosby’s Nov. 21 return to the ice, said Pat Brisson, Crosby’s agent and co-head of CAA Hockey.

Sidney Crosby recently extended his endorsement deal with Gatorade. Photo by: JORDAN CAPPADOCIA BUSINESS LEADERSHIP TBWA / TORONTO

Gatorade filmed a new 30-second commercial featuring Crosby and 1,000 extras at Consol Energy Center, home of the Penguins, a few weeks before his return to action, Brisson said. The ad is scheduled to air in Canada in January, Brisson said, but could be seen in the U.S., as well.

Crosby also shot a commercial for Canada Bread, a relatively new sponsor that signed him to a one-year deal this summer, as well as a spot for longtime sponsor Tim Hortons, Brisson said. The spot for Canada Bread, a Maple Leaf Foods brand, was set to begin airing in Canada last week, and the Tim Hortons commercial is scheduled to begin airing in Canada in January.

Brisson said he has been in discussions with a financial services company and an electronics company about possible partnerships with Crosby, but no decisions have been made on those potential deals. Brisson and Crosby’s father, Troy Crosby, will host a sponsorship summit for all of the brands Crosby endorses this winter at CAA’s offices in Los Angeles to discuss Crosby’s sponsorship and marketing plans going forward, Brisson said.

In addition to Gatorade, Tim Hortons and Canada Bread, Crosby has deals with Reebok, Sport Chek and Upper Deck. An industry source said the value of each deal was in the mid-six to low seven figures per year.