Oh my god, I'd totally forgotten about this creep. About five years ago, this guy was running ads for his energy drink ("Cheetah Power Surge") every Saturday night on CBC during Hockey Night in Canada on the Windsor affiliate we pick up in Southeast Michigan. Amazingly obnoxious spots, including a few where he'd be skating around with "professional" hockey players you'd never heard of to demonstrate the power of his beverage as well as how good he was at hockey, and a few ads pimping a contest where you could win the privilege of riding around on a motorcycle with him. For a while, these ads were as ubiquitous as the draft kings/daily fantasy nonsense.
He is also a singer, and you should all review some of the youtube clips of his crooning. Next level schadenfreude.