One possible knock against Crosby would be the Tim Horton's partnership. The restaurant is much like a Canadian version of Dunkin' Donuts.
But not only does the ubiquitous Canadian chain sell other, more healthy foods, but it has a cultural status that goes far more than the food it sells.
"You think of youth hockey in Canada, you automatically think of Tim Horton's," said Crosby, who was a "Timbit" youth player and easily launches into a heartfelt spiel.
"Tim Horton's kids' camps are right across Canada," he said. "Once a year, they have all the proceeds from one day at every Tim Horton's store go toward the kids' camps, giving kids an opportunity to go to camp. They really care a lot about their communities.
"There are so many Tim Horton's everywhere in Canada that they're a big part of the community. It's pretty common for that to be the hangout after a hockey game or before a hockey game. It's kind of a staple -- you're stopping there on the way to the rink and on the way back from the rink. It's just part of growing up in Canada."
I can still remember waking up at 5:30am on Saturday morning as a 5-6 year old, jumping into the freezing cold car with my dad, and swinging by Tim Horton's on the way to the rink. Those were the days...
Sid is spot on when he talks about the cultural relevance. It's so much more than just a coffee/donut shop.