IMG Says Ovechkin Deal Does Not Signal Broader Push Into Hockey
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Ovechkin Is IMG's
Only NHL Client |
IMG Senior VP & Managing Dir of Global Consulting David Abrutyn indicated that the agency's deal to represent Capitals LW Alexander Ovechkin does not "signal a return to hockey," according to Dan Steinberg of the WASHINGTON POST. Ovechkin is IMG's only NHL client, though the agency formerly repped Wayne Gretzky and Jaromir Jagr, among others. Abrutyn said, "We're committed to Alex, and not much beyond that at this point. ... This is really about Alex as an individual that has the ability to transcend his sport and be successful in the commercial arena." Ovechkin has a "growing portfolio of sponsors," including Energizer and CCM. But Abrutyn said, "Beyond that he's relatively clean. If you look at the types of companies that align themselves with talent, it's usually ones that are consumer electronics companies, beverages, either traditional or energy drinks." Abrutyn: "The restaurant category has been a big user of athletes, and I think we'll look to establish him with companies that not only have a U.S. presence or a Canadian presence, but a global presence, given his status in the world." Abrutyn contends Ovechkin's "language skills wouldn't be an issue," and could "even be a strength." He added, "This is as much about Alex's ability as a marketer and a product mover as it is a hockey player" (WASHINGTONPOST.com, 11/2).
EIGHT IS ENOUGH: YAHOO SPORTS' Greg Wyshynski wrote the partnership indicates the NHL has "potentially produced its first global crossover superstar" since Gretzky. Abrutyn: "There are going to be some significant opportunities from a marketing standpoint to raise his profile to that of other superstars in other sports." He added, "We'd like to see him in more national advertising campaigns and national promotion -- from Canadian perspective because of the passion for hockey in that country; from a U.S. perspective, because of his ability to (break) through; and when you get into the global hockey markets, we'd like to see Alex marketed in the same way that other global superstars are" (SPORTS.YAHOO.com, 11/2). Abrutyn said that he "initially would like to partner Ovechkin with a sports drink, energy drink or other beverage, plus a quick-serve restaurant." IMG said that its "operation of an office in Moscow helped sway Ovechkin" (WASHINGTON TIMES, 11/3).
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