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When P.K. Subban signed the richest contract in the history of the Montreal Canadiens, it vaulted him to the top percentile of earners in hockey.

The deal — $72 million over eight years — instantly brought extra scrutiny for every play the defenceman makes on the ice on top of the intense pressure he faces in one of hockey’s most rabid markets.

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Away from the rink, Subban has also had to adjust to being one of the city’s wealthiest, most visible citizens.

So far, Subban has chosen to give back to the community. Since the 2014 deal, he has pledged $10 million to the Montreal Children’s Hospital, the largest gift by a Canadian athlete, and he continues to raise funds for sick children through P.K.’s Helping Hands.

Photo by Phil Carpenter / Montreal Gazette files

In Montreal, P.K. Subban has become big business.

Never mind the dismal season the Habs have had after a torrid start. That doesn’t change a thing.

The tailored suits he wears, the sushi he eats and the viral videos he participates in are all made by Montrealers who say Subban is hands-on in the managing of his affairs in a way many busy athletes are not. The defenceman also endorses a number of brands: Gatorade, Samsung, Air Canada and Scotiabank.