From Hometown Discounts to Big Paydays: How Hockey Players Are Mastering the Business Game

In professional sports, hockey players have long been known for their selflessness and commitment to the team-first mentality. Compared to athletes in other major leagues like the NFL, NBA, or MLB, where players often prioritize individual brand and financial gain (we see you, NBA players requesting trades after signing max deals), hockey guys are historically more willing to take a financial hit for the greater good. This culture of “team-first, mullet-always” is deeply ingrained in hockey, where success is often defined by collective achievement rather than individual accolades.

But wait—have the hockey guys started paying attention to how business works? That’s right, folks. It seems like even in hockey, the tides are shifting.

Take Sidney Crosby, for example. When Crosby signed his 12-year, $104 million contract with the Pittsburgh Penguins in 2012, many saw it as a bargain. His team-friendly deal allowed the Penguins to build a stronger roster and win more Stanley Cups. What’s even more impressive is that his latest contract is arguably an even bigger steal. Crosby’s annual average salary (AAV) remains the same as it was 12 years ago, despite the salary cap increasing by over $20 million during that time. Part of what makes this possible is Crosby’s disciplined, almost ritualistic approach to preparation—hockey isn’t just part of his life; it is his life. His dedication makes him the ultimate team player, both on and off the ice.

Imagine being that good and still saying, "Nah, I’ll take less money so we can add some more dudes to this squad." Contrast this with the NBA, where LeBron James is signing short-term deals faster than we can say, “Is Space Jam 2 really necessary?” In hockey, players like Duncan Keith, Jonathan Toews, and Patrice Bergeron used to lock in long-term contracts to help their teams, trusting that staying the course (and maybe a couple of cold ones) would lead to championships.

But now, even hockey players seem to be thinking bigger. Auston Matthews signed his five-year, $58.17 million deal with the Toronto Maple Leafs in 2019 and broke the mold. Instead of the long-term contract we’re used to seeing, Matthews took a shorter deal so he could test free agency again—and maybe buy some additional hair products for that flow—sooner rather than later. This kind of move feels more NBA than NHL.

And Matthews isn’t alone. Jeremy Swayman, the talented goaltender for the Boston Bruins, made headlines recently for not signing a typical “team-friendly” deal. Swayman was outward about his reasons, saying it wasn’t just about getting paid for himself, but ensuring that his counterparts—other players in his position—could negotiate fair contracts too. Swayman’s approach mirrors the growing mindset among young NHL stars: they’re not only fighting for their own paychecks but are consciously raising the bar for future negotiations across the league.

The idea is simple: By pushing for bigger contracts, players like Matthews and Swayman aren’t just securing the bag for themselves—they’re helping raise the ceiling for every player at their position. Basically, it’s like when you’re splitting a check with your friends at a fancy restaurant, and you know that one guy orders the $60 steak, making it okay for everyone else to feel a little better about getting dessert. Except, in this case, it’s millions of dollars. The real “team first” is actually making sure you and your boys are all rolling in that big hockey dough.

Patrice Bergeron is another guy, like Crosby, but never Crosby at the same time, is a guy who still showed up with a homemade lunch to work, content with less so his team can keep winning. Bergeron took multiple pay cuts to keep the Bruins competitive because winning championships is what matters most. He was basically that friend who brings all the snacks for the road trip without asking for gas money.

For GMs, this shift is like a bad dream. They used to get away with playing the “be a good teammate” card during negotiations, but now that same logic is being used against them. Players are out here saying, “I’ll take more money to help the league’s rising stars.” It’s the ultimate reverse Uno card. From a player’s perspective, it’s genius. From the GM’s perspective, well, now they’re on the hook for more money than they ever thought they’d have to spend.

Of course, there’s still a small group of players who are all about that “just win, baby” life. Tim Duncan in the NBA, Tom Brady in the NFL, and in hockey—guys like Bergeron, Crosby, and Duncan Keith. But those players are becoming rarer, like finding a Montreal Canadiens fan who doesn’t live in the past.

In the end, while hockey players may still be known for their selflessness, the truth is that many of them are now learning how to play the business game too. Whether that means setting themselves up for a massive payday or helping their fellow players get paid in the future, the landscape is shifting. The days of blindly taking the hometown discount may not be entirely gone, but the new generation of players is proving they can balance chasing the bag with still being that “good guy” in the locker room. Because at the end of the day, isn’t the real team player the one who makes sure everyone gets a piece of the pie?

Or at least, that’s what they tell their GMs when they’re signing their next eight-figure deal.