Other than a few superstar players, I don't think endorsement deals make up much of a players pay. Base on the article below, only 4 players make more than $1M/season on endorsements and I would say that has more to do with their individual success and team success than the city they play in. Less than 10 players have endorsements greater than $250,000/year if you believe the article... the source might be a bit questionable given they can't get Jarome's name correct.
http://sportschatplace.com/nhl-picks...ngs-in-the-nhl