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Goodbye bizarre commercials with Alex Ovechkin’s head: NHL star won’t endorse CCM anymore


Hockey history has its fair share of strange advertisements, although most of those come from spots for local businesses. That being said, national-level ones can get a little weird too, from Ryan Miller’s “Yo Mamma” ads for Amp energy drinks to the memorable Bud Ice penguin campaigns. Even with those clips in mind, it might be safe to say that CCM’s ads featuring Alex Ovechkin’s disembodied head are the strangest commercials to feature an NHL star.

In case you need a refresher, the two most prominent commercials featured Ovechkin’s head popping up in two locations: a high school kid’s locker and a bowling ball bag. In the first, he praised a young man for picking up the brand’s ice skates. In the second, he scolded the kid for going bowling, noting that the activity won’t improve his hockey performance. You can find video clips of both of these strange and awesome commercials at the bottom of this post.

As great (or “nightmare fuel inducing”) as those ads have been, it seems like Ovechkin wasn’t quite as happy with the equipment as his disembodied head would lead you to believe. The Washington Post’s Tarik El-Bashir reports that Ovechkin is leaving CCM and won’t endorse Reebok’s ZigTech sneakers anymore, either.

It seems like Ovechkin has had his occasional struggles with his sticks and other equipment, something El-Bashir elaborates upon in the story.

It’s been well documented over the years that Ovechkin wasn’t always happy with the sticks CCM has provided for his use. During my time covering the Caps, I recall him occasionally experimenting with sticks from other manufacturers, and sometimes attempting to hide the fact by spray painting over the logo. I am told, though, that he used CCM sticks exclusively from the end of the 2009-10 season through the end of last season.

This is another example that on-ice equipment might be the one thing that professional athletes should think long and hard about before they actually endorse it, even if it’s the most functional thing a player could be paid to promote. It’s easy to gulp down a little bit of Gatorade (if that’s even Gatorade) in a commercial or pose beside some Cadillac for a local ad even if your only interest in the product is to get paid for giving the thumbs up, but if equipment just doesn’t feel right, that can affect your ability to excel on the ice. One might respond that it’s “all in their heads,” but considering the superstitious nature of many sports stars, that’s not to be taken lightly.

El-Bashir elaborates on the other options Ovechkin has for sponsored gear after speaking with Ovechkin’s agent David Abrutyn about his breakup with CCM.

Abrutyn declined to say which companies Ovechkin is considering for his next endorsement deal. But, outside of CCM and its chief rivals, Bauer and Easton, there aren’t too many options when it comes to high-end hockey equipment.

I imagine we’ll hear something prior to the start of training camp and I bet it will be worth a lot of coin.

For those of you who will mourn the absence of Ovechkin in strange forms of advertising, keep your chins up. His mug will show up on Mr. Big candy bars in Canada, closing at least some of the kitschy marketing gap.

Now enjoy these CCM commercials, because they’re won’t be any new ones in the future. (Unless they choose a new … head?)

“Then the championship will be ours, all ours”

“No one ever got better at hockey by bowling”

Derek Roy signs in Swiss league

Derek Roy, Jeremy Smith, Chris Kelly
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Derek Roy has finally found work — but it’s not in the NHL.

Roy, who spent the entire preseason in Washington’s camp on a PTO, has signed with SC Bern of Switzerland’s National League A, the club announced on Friday.

The news comes after Roy narrowly missed out on making the Caps roster, and just one year after he had something of a bounce-back campaign in Edmonton, scoring 22 points in 46 games while developing chemistry with young winger Nail Yakupov.

A 12-year NHL veteran, Roy is one of the more prominent names to be squeezed out of work this season, and head overseas. The 31-year-old has scored over 500 points in 738 career contests, and has twice represented Canada at the World Hockey Championships.

With Bern, Roy will play on one of Switzerland’s stronger teams, alongside a trio of ex-NHLers: Chuck Kobasew, Andrew Ebbett and Cory Conacher.

Lehner’s injury ‘doesn’t look like it’s short term’

Robin Lehner
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Robin Lehner might not be back anytime soon.

Making his debut with the Buffalo Sabres, the 24-year-old goaltender couldn’t complete Thursday’s game against his former squad, the Ottawa Senators, due to what has now been revealed to be a right leg injury.

When he left the arena, he was wearing a walking boot on that nearly went up to his knee.

“It doesn’t look like it’s short term,” Sabres coach Dan Bylsma told the Buffalo News. “It’s more than day-to-day at this point, but we need to evaluate further.”

It’s a rocky start to what’s an important campaign for Lehner. He has been given an opportunity to demonstrate that he’s ready to be a starting goaltender after being acquired by the Sabres over the summer, but it looks like that will have to be postponed.

While he’s sidelined, Chad Johnson is likely to be leaned on heavily.