A gold medal in men’s hockey would do more than restore our nation’s collective pride - it would trigger an avalanche of marketing campaigns…

Toronto sports marketing consultant Bob Stellick says athlete endorsement fees would probably rise in the event of a Canadian victory. Another major beneficiary of increased corporate sponsorship would be the CHA, which governs amateur hockey in Canada, he said.

“There will be a massive emotional impact” if Canada wins, Mr. Stellick said. And if Canada loses? The entire nation will be navel-gazing over its performance, he said.