SBD/August 4, 2011/Marketing and Sponsorship

Ovechkin Parting Ways With Sponsor CCM, Signs Deal To Endorse Candy Bar

IMG Managing Dir, Senior VP & Head of Global Consulting David Abrutyn confirmed that Capitals LW Alex Ovechkin "won't be renewing his endorsement deal with equipment manufacturer CCM, which expires at the end of the month," according to Tarik El-Bashir of the WASHINGTON POST. Ovechkin "won't be sporting Reebok ZigTech sneakers anymore, either." It has been "well documented over the years that Ovechkin wasn't always happy with the sticks CCM has provided for his use." In recent seasons he was seen "occasionally experimenting with sticks from other manufacturers, and sometimes attempting to hide the fact by spray painting over the logo." Meanwhile, Abrutyn confirmed that Ovechkin is "now endorsing Canadian candy bar Mr. Big." Abrutyn said, "Alex is going to be the face of Mr. Big in Canada and will be a part of a large promotion this fall." El-Bashir reported Ovechkin traveled from Moscow to Toronto last month "for a photoshoot and the filming of a commercial to support the promotion." He now appears "on a candy bar wrapper" for Mr. Big (WASHINGTONPOST.com, 8/3).
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