Elena Maximova understands the appeal of sponsorship deals but doesn't actively seek them out. She values what she represents as a member of the Los Angeles Panthers and as a potential role model for kids who are fans of the team. She prefers to concentrate on hockey and contribute to the success of her team rather than leverage her sporting talent for monetary or visibility gains. Her personal values take precedence in every aspect of her life and finding sponsors that would align with them all the way seem too difficult, especially in today's market. She of course uses items made by various league sponsors because she has to, even if those don't necessarily represent her values, but she refuses to allow her personal name to be used in any way. She makes enough money with her contract with the Panthers as it is and it even allows her to directly support causes she believes in.