Crosby was the NHLs highest-paid player

Toews became a legend in the Windy City in 2010 when he led Chicago to the Stanley Cup, breaking a nearly half-century title drought for the Blackhawks. He won the Conn Smythe as playoff MVP and followed it up as captain to two more Stanley Cup winners in 2013 and 2015. Revitalizing one of the NHL's Original Six franchises has made Toews one of the league's most marketable players. His endorsement partners include Bauer, Canadien Tire, Chevrolet, Frameworth Hallmark and Upper Deck. Only Sidney Crosby and Alexander Ovechkin earn more off the ice by FORBES' count.

Crosby was the NHL's highest-paid player, including marketing income and salary, for eight straight years until last year when Toews took the crown. Crosby remains the NHL's most marketable player with off-ice income of NHL 18 Coins nearly $5 million annually, but his salary is just seventh highest in the NHL this year at $10.9 million. His jersey was the NHL's top seller last season and he led the Penguins to their second straight Stanley Cup title.