The Franchise

There are challenges that Ryan Getzlaf has faced in his first three NHL seasons, and then there's accomplishing the near impossible.

* Becoming a first-line center and the Anaheim Ducks' leading scorer? Check.

* Winning the Stanley Cup? Mission accomplished.

* Making the All-Star team? All done before the age of 23.

How about fitting his 6-foot-4, 221-pound frame into the back of a diminutive sport utility vehicle? Getzlaf somehow managed that.

"It was not easy to get into," he said with a laugh. "But I did it."

The spot was part of a national commercial Getzlaf filmed that's an example of his ascension from a talented rookie to one of the NHL's brightest young stars.

A large part of the League's marketing strategy following the lockout has been to focus on its 20-something stars. Pittsburgh Penguins captain Sidney Crosby, the NHL's most valuable player in 2006-07, has been the central part of that campaign since he was drafted with the first pick three years ago.

Others, like reigning MVP Alex Ovechkin of the Washington Capitals and Carolina Hurricanes young star Eric Staal have also been featured in the League's commercials. Now Getzlaf has begun to capitalize on the push to illuminate the next generation. He was one of several players featured in the League's "The Cup Changes Everything" spot that ran on its national broadcasts in advance of last season's Stanley Cup Playoffs.

San Jose Sharks forward Jeremy Roenick, who was one of the League's most marketable players early in his career, said Getzlaf has attributes that can make him an effective pitchman for the sport.

More...