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Marketing and Sponsorship

Tipping Point: Ovechkin Part Of New Papa John's Deal Raising Money For Make-A-Wish

Papa John’s restaurants in the DC market are launching the latest campaign this weekend centered on Capitals LW Alex Ovechkin. It is a cause-related effort designed to raise money for the Make-A-Wish Foundation, as $1 from every online order is going to the Mid-Atlantic Make-A-Wish chapter. The effort, which will run for the rest of the regular season and playoffs, is supporting the nearly 200 Papa John’s locations in and around DC. Television, branded pizza boxes, digital and in-arena marketing support the effort. In the TV creative, launching this weekend, Ovechkin professes that he always wanted to be a pizza delivery boy as a kid, but things seemed to work out better for him a hockey player. David Abrutyn at Bruin Sports Capital represents Ovechkin for marketing. Other Ovechkin endorsements include Beats, Nike, Bauer, and Upper Deck (Terry Lefton, Editor-at-Large).

THIS MEANS WAR: ADWEEK's Christine Birkner noted Ovechkin is part of a new ad campaign for mobile game "Throne: Kingdom at War" that also includes Spurs G Tony Parker, MMA fighter Anderson Silva and Atletico Madrid F Fernando Torres. Each is "dressed in medieval armor, to show how elements of gamesmanship and athleticism can be found in the video game's fictional world" (ADWEEK.com, 12/8).

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