I don't have a problem paying him whatever, but I think McDavid is the type of kid who'd be willing to take a little less because he wants to be on a winning team.
Like Crosby, McDavid also makes a considerably chunk of change off endorsements. Already has Rogers, Adidas, Canadian Tire, CIBC, Bio Steel, and it seems like Tim Horton's is pushing him more, I think they will sign him officially soon. And whenever McDonalds Canada decides to allign with the NHL again, that's a no brainer.
So I mean I think while it's not like an NBA superstar, he's still pulling in probably an extra $2 million+ per year in endorsements per year, he's already marketed out the wazoo in Canada where hockey is the main sport.
It's also why I don't think Crosby really sweats making "only" 8.7 .... his endorsements, a lot of them in Canada, ensure he's paid pretty much as much as any other player in the sport at the end of the day.
The funny thing is I think there's fewer marketing opportunities in the US for players. In Canada, hockey is the equivalent to the NFL, so if you are a Connor McDavid, especially playing in Canada, you're gonna get paid.