…But observers say Mr. Iginla's earning potential is limited by geography and bad timing. First, Mr. Iginla is stuck in a small-market team in Canada. In addition, a labour dispute could shorten next year's NHL season.

"Nobody wants to launch a campaign with a spokesperson in a sport where they might not be playing," said Bob Stellick, president of Toronto's Stellick Marketing Communications Inc.

He said Mr. Iginla's endorsement haul might have exceeded $1-million (Canadian) if not for the chance of a shortened season.

Mr. Stellick said that reputation will work to Mr. Iginla's favour in an era where the Kobe Bryant rape trial is making advertisers much more selective about the kinds of athletes they want associated with their products.