SBD/December 28, 2012/Marketing and Sponsorship

Alex Ovechkin Renews Deal With Gillette Through '14 To Coincide With Sochi Games

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Ovechkin, who is repped by IMG, has endorsed Gillette products since '10
Gillette has renewed its endorsement deal with Capitals LW Alex Ovechkin through ’14, coinciding with the Sochi Games. Ovechkin will continue to serve as a global ambassador for the brand, a role he has held since first partnering with Gillette in '10. IMG Senior VP & Managing Dir David Abrutyn, who handles Ovechkin’s marketing, said, “They will really put the full weight of the Gillette marketing muscle behind Alex.” Ovechkin’s previous deal with Gillette required him to be clean-shaven throughout the NHL calendar with the exception of the playoffs, when many NHLers grow playoff beards. The same goes for this contract, Abrutyn said, but it also will allow Ovechkin flexibility during “Movember,” when some players grow mustaches for charity in November. Abrutyn noted that "Movember" could provide an opportunity for Ovechkin to showcase Gillette’s Fusion ProGlide Styler. Abrutyn said, “There could definitely be some times during the year where we do something that would demonstrate the benefits of using it.” Financial terms of the deal were not disclosed, but the contract includes TV, print, digital and social media components, which will debut in Russia. Abrutyn said that following their initial exposure, the ads will be integrated further on a global level. Several commercials already have been filmed in Ovechkin’s hometown of Moscow and will debut soon. Although Ovechkin has played for the KHL Dynamo Moscow during the NHL lockout, Abrutyn said that there was not any hesitance from Gillette to re-sign the Russian star. He said, “There was no worry at all. His popularity in Russia is really increasing.”
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