SBD/Issue 36/Sponsorships, Advertising & Marketing

Putting On New Skates: Ovechkin Signs Marketing Deal With IMG

IMG Will Handle Ovechkin's Licensing,
Sponsorship, Marketing Deals
Capitals LW Alexander Ovechkin has signed with IMG "for worldwide management, sponsorship, licensing and marketing representation," according to Mickle & Mullen of SPORTSBUSINESS JOURNAL. The agreement "could help him land deals" ahead of the '14 Sochi Games in his native Russia. IMG, which has no other hockey clients, will look for endorsement opportunities "in the U.S., Canada, Russia and other countries where hockey is popular." Attorney Stephen Screnci, who advises Ovechkin, said, "Getting him out there in the mainstream and having him transcend hockey to the mainstream is why we thought IMG was best suited for him." IMG Canada Senior VP & Managing Dir Brad Pelletier said that the agency "hopes to position him as a 'player of the people' and emphasize his passion for the sport when it meets with marketers." IMG Global Consulting Managing Dir, Senior VP & Head David Abrutyn "doesn't typically represent athletes," but he is "making an exception for Ovechkin because of his previous hockey experience as an NHL and Capitals employee in the 1990s." Abrutyn will rep Ovechkin in the U.S. and overseas, while Pelletier will rep him in Canada. Ovechkin currently has his "own lifestyle apparel line and endorsement deals with CCM, Energizer and Hockey Ink, a hockey memorabilia company." Ovechkin and his family "will continue to represent Ovechkin in contract matters" (SPORTSBUSINESS JOURNAL, 11/2 issue).

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