Rasmus likes his sponsorship deals because even though he's being paid in the top tier of players, he's not necessarily able to support the full training and coaching he needs in the offseason in order to try and beat the aging curve. So it's always good to get another couple million from doing some TV spots, or shaking some hands, or smiling on the back of a cereal box if that's what it takes instead. The world of athlete endorsements isn't always a beautiful one - sometimes you're out there endorsing a foot cream for athletes and being known as the face of that brand. Sometimes you're the face of Rub A535 because of that absolute beating you're taken on the ice. But it's also nice when you get the endorsement deals with the local car dealership, they hook you up with a sweet ride, you take a picture with them, sign a couple babies and before you knwo it you're cruisinga round in a nice Honda Civic from 2004.