­Since breaking into the league as the top pick in the 2005 NHL Draft, Sidney Crosby has been a star. The 28-year-old has asserted himself as the face of the NHL throughout his 11 seasons, winning multiple First-Team, All-Star and MVP Awards.

With a 3-1 victory over the San Jose Sharks on Sunday, Crosby netted his second Stanley Cup and his first Conn Smythe trophy, awarded to the most valuable player in the NHL Playoffs. He had two assists in the Penguins’ game 6 win.

Sidney Crosby penguins endorsements brands awards

Last week, NHL legend Wayne Gretzky made his thoughts about Crosby clear.

“It’s not a big secret,” Gretzky told Sportsnet. “I think he’s the best player in the game.”

Crosby’s dominance on the ice is rivaled only by his marketability off it.

He led the NHL with $4.5 million in endorsements in 2015, boasting deals with Gatorade, Rogers Communications, CCM, Tim Hortons, Upper Deck, Verizon and Framework, according to Forbes. According to TSN, his 6-year partnership with Adidas pays out nearly $1.5 million per year, making him their only global hockey athlete.

His salary ($12 million) is the fourth-highest in the NHL and he’s one of just six players with an eight-figure salary. When his salary endorsements are considered, Crosby is the highest paid player in the league.

Crosby’s net worth is estimated by Celebrity Net Worth to be $45 million.

But is Sidney Crosby missing an opportunity to engage with fans and grow his brand even more?

Crosby does not have a Twitter, Instagram or Facebook page.

By growing an active, engaged fan base on those social media channels, Crosby would improve his ability to reach fans. This added influence would only make his endorsement more valuable for potential brand partners. Still very much at the top of his game, Crosby has time to jump into the social media scene while his marketability is at its highest.