Sidney Crosby became a shareholder and business partner of Norqain, a Swiss luxury watch company, highlighting his long-standing relationship with the brand that began when he started wearing their watches in 2019.

In March 2005, Sidney Crosby signed a five-year equipment and apparel deal with Reebok worth $500,000 annually, plus bonuses, establishing him as the highest-paid hockey equipment endorser at that time.

Sidney Crosby has joined Lululemon as an ambassador, where he will appear in the brand's 'Cut from the Cold' campaign and represent Lululemon and Team Canada at the upcoming Olympics.