Heres a few things I do that have rectified the problem
1.> Wash whatever is washable regularily: Shinpad liners, soft elbow pads etc.
2.> Use Febreeze ANTIBACTERIAL... this one kills the bacteria and makes it smell nice - bacteria causes skin rashes, breaks down the equipment and is the whole reason for the smell. The more smell the worse the bacteria.
3.> Change your gloves EVERY YEAR: I know guys think they have lucky gloves, or they hate getting used to new ones, but it's way better than a bad staph infection. Gloves are absolutely the worst most dangerous piece of equipment. If you have old gloves that stink and you get a cut on your hand, you can actually get a BLOOD INFECTION! Gloves nowadays are like 40-80 bucks, and are well worth the replacement cost. They are 80% of your hockey bag smell too.
4.> Wash your undergarments and Jerseys after every game! I can't believe some guys never wash their jock shorts. That's going against your privates guys!
5.> Finally, put a fresh Bounce sheet in your bag once a week.
If you do all this your bag will smell great, and hence your car will smell good and people will sit next to you in the locker room again