I don't really see what kind of endorsements we're talking about here, though. I just don't see hockey anywhere near the spotlight in New York, hasn't been for a long time. Aside from that, it's not like we see him on commercials or billboards or anything other than GQ's sports issue.
This theoretical draw of New York as the "big stage" and "city of bright lights" at the "world's most famous arena" is all rendered bullsh!t when a Cup contender team offers Lundqvist's agent a competitive contract offer on July 1 2014. Simple as that, THAT's the nature of free agency.
That is because you are not looking at the bigger picture. Hockey might not be in the spotlight in New York, but Lunquvist is. You don't need to see him on commercials for endorsements, he has his own clothesline and plenty of influenital business partners all because of NYC. The fact that he plays in NYC gives him global clout, which translates to global endorsement, mostly European. He will not sign for the money elsewhere, because he will lose too much in the long run.