Why Sidney Crosby did not become the cover of NHL PS3 cover?

Sidney Crosby did not appear on the cover of the NHL game for PS3 due to the NHL 2K series, which featured Alexander Ovechkin on its cover, creating a marketing rivalry. Additionally, the NHL series often rotates cover athletes to promote different stars and maintain fresh appeal. Crosby's absence on the cover allowed the game to spotlight other players and broaden its audience.