Here are some interesting facts regarding Henrik's marketability and popularity from Sports Business Daily:
Lundqvist ranks third among NHL players in awareness among consumers tested for The Davie-Brown Index of celebrities. About 18 percent of U.S. consumers are aware of him, putting him on a par with sports personalities like Chicago Cubs general manager Theo Epstein and Syracuse University basketball coach Jim Boeheim. The Washington Capitals’ Alex Ovechkin (25 percent awareness) and the Pittsburgh Penguins’ Sidney Crosby (22 percent) are the top-ranked NHL players. Lundqvist’s Davie-Brown score for “appeal” is on par with San Francisco 49ers coach Jim Harbaugh and NASCAR driver Danica Patrick, while his “endorsement” score is in the same neighborhood as the Dallas Mavericks’ Dirk Nowitzki and NBA hall of famer and broadcaster Charles Barkley.
Advil signed a North American deal as the NHL’s official pain reliever last year, gaining with it a presence on league-controlled broadcast and digital assets, as well as on NBC and NBC Sports Network NHL telecasts.
IMG handles marketing for Lundqvist, who has done an ESPN “SportsCenter” ad and also has deals with Fathead, Bauer and Procter & Gamble in Sweden.