In reply to Rampikino:
From memory when I had similar thoughts on Deep Heat.
It acts as an agonist for ion channels on neurons in a similar way to capsaicin (hot chillis). I believe it acts on the TRPM channel on the neurons responsible for sensing changes in temperature (capsaicin acts on TRPV). These are Transient-Receptor-Potential-(X) channels. These channels open, allowing ions (sodium and calcium mainly) into the neurons. This alone does not cause neurons to fire, but it reduces the threshold for activation, sensitising them.
Crucially this means that the "warm" receptors are activated by body temperature. These receptors are located in the skin, hence why the cream acts so fast.
This may increase blood flow to the skin, which may indirectly increase blood flow to the muscles, but I believe this is BS and actually the only function of deep heat is to provide this feeling of warmth.
The reason this can reduce pain though is that the neurons feeling the warmth flood the CNS (brain) with happy warm feelings, so the CNS "ignores" the pain feelings from the muscles, the sensory neurons from the skin and muscles of an area go to the same place in the brain - This is massively in a nutshell and based on memory , so I may have forgotten something, or made a lot of it up.
from what I remember, the research suggests that deep heat provides no benefit to injured muscles than the massaging effect of rubbing the cream in. So massage may be just as effective.
Having said all that, if it's effective in helping relieve pain, even indirectly, then obviously it has its uses.