…But moving to the Motor City could upset the Cujo business empire, some observers say. “There is a huge value to Curtis Joseph as a Toronto Maple Leaf. Curtis Joseph not as a Toronto Maple Leaf is just a good NHL goalie,” says Bob Stellick, a sports marketing consultant in Toronto who predicts that the goalie’s endorsement revenue could plunge. Why? For starters, Canadian companies won’t be nearly as keen on Mr. Joseph now that he is playing for a U.S. team, Mr. Stellick says.

It’s not just a matter of patriotism. The Detroit Red Wings may be the Stanley Cup champions, but the team receives far less media coverage in Canada than the Leafs, which means Mr. Joseph will soon be “off our radar screens”. That will make him less valuable as a product pitchman in Canada. Landing U.S. deals also could be a challenge. While he may snag a few local businesses in Detroit - car dealerships and the like - the big corporate fish may prove elusive, Mr. Stellick says, because hockey lacks the stature of other sports, such as football and basketball, in the United States. That’s not to say Mr. Joseph’s days as a pitchman in Canada are over. If he achieves his dream of winning the Stanley Cup with Detroit, Canadian companies could once again come calling, he says.