I think that's a common misconception Numan, people think gear is free? When in fact the team pays for all the gear....Free to player sure, but not free to team....
But to numan's point, the gear is free to the player...so their endorsement deal providing free gear to the player is a pointless business relationship between the brand and the player.
Someone correct me if I'm wrong, but I believe that not ALL teams in the NHL are under the CCM/Reebk contract that is offered to the league. Those teams have to pay for their Reebok/CCM stuff, but the teams that do agree to the terms (whatever they may be that I'm not aware of) get the Reebok/CCM stuff free...and by the boat loads. Again, I'm sure there's a lot of holes there and there's more to it.