Sidney Crosby already sets business plan for his post-playing days with former teammate

Captain Sidney Crosby remains under contract with the Pittsburgh Penguins through the 2026-27 season, with the possibility of playing beyond that. That’s because Crosby has indicated he wants to continue playing as long as he’s enjoying it and has yet to mention a definite retirement date, only expressing his desire to finish his career in Pittsburgh.

However on Wednesday, Forbes revealed Crosby’s post-playing days plan when it revealed that the Penguins superstar has taken an ownership stake in the Swiss watchmaking company, Norqain.

Crosby has joined former teammate and NHLer Mark Streit and the independent, family-owned business as a shareholder and business partner.

“The discussions picked up last summer, quite quickly,” said Norqain founder and CEO Ben Kuffer. “I could tell he really liked the brand and the whole ‘my life, my way’ actually meant something. I think the key moment for me, when I realized this is something special, is when Sid said that, post-career, he could imagine being on the board or being involved in Norqain. He wants to really be part of the business.”

Back in 2017, Streit was acquired by the Penguins at the trade deadline — just in time to join Crosby on a run to the Stanley Cup. The two players formed a bond and now are going into business together.

“I’ve been wearing Norqain watches and following the brand since its first appearance at the All-Star Game in San Jose in 2019,” Crosby said as the partnership was announced on Wednesday. “The brand has been growing incredibly fast around the world since then, and I’m really excited to join and support its further development while teaming up with Mark again. I am excited to work with Norqain and see what we can do together moving forward.”

Streit explained how Crosby and he have kept in touch since the Swiss defenseman retired and since the Penguins’ captain is passionate about watches, the business partnership just made sense.

“He was really interested in the business — what we do and and the story behind it. He’s a unique player and he’s an intelligent guy. He’s asking about the economy, and you can talk to him about so many different things. That’s why for us, it’s great to have him on board.”

While for now, Crosby remains focused on winning games for the Penguins and finishing his career in Pittsburgh, it is probably good for him to know that he has other projects waiting for him when he’ll be hanging up the skates.