Tag: CCM

Alex Ovechkin

Alex Ovechkin calls his body ‘perfect,’ signs endorsement deal with Bauer

While many justifiably blamed his perceived beer belly at least partially on bad posture, it was still easy to be a bit concerned about Alex Ovechkin’s physical condition during this off-season. That being said, even if those images were as bad as they looked, they surfaced in July – giving Ovechkin plenty of time to sand that supposed gut down into a bump (at worst). Ultimately, I think that Washington Capitals shouldn’t be too concerned with their superstar captain’s fitness level.

Apparently Ovechkin agrees that everything will be OK. When asked about his weight, he told reporters that his “body is perfect right now.” If you take his comments at face value, then it might be safe to believe that Ovechkin will return to the beast-like form he exhibited in each of his seasons before (a notably unlucky) 2010-11 season. Here’s the full quote from Chuck Gormley of CSNWashington.com.

“People were a little bit scared about what happened to my body, but my body is perfect right now,” Ovechkin told reporters after announcing a six-year agreement with Bauer Hockey. “It was interesting for me because that’s never happened to me, people saying I’m in bad shape.”

While Mr. Big candy bars might be a bit obscure to American chocolate eaters (at least personally speaking), Ovechkin keeps adding more high-profile endorsements to his portfolio. Earlier this month, it was revealed that Ovechkin would boost Nike products. Now it’s clear that he will team up with Nike’s former partner Bauer.

There are two interesting things about the Bauer partnership. The first is more on the heartwarming side, as hockey programs in Ovechkin’s native Russia and his home-away-from-home will both benefit from donations.

To that end, Bauer Hockey and Ovechkin have agreed to donate 108 sets of equipment to the Dynamo Hockey School in Ovechkin’s hometown of Moscow. Another 108 sets of equipment will go to the Kettler Capitals Iceplex and the Potomac Valley Amateur Hockey Association in Washington.

One program that will benefit from the equipment donation will be the Fort Dupont Hockey Club, which was founded in 1977 in the driveway of Neal Henderson’s home in Springdale, Md. The club, which now has 65 players, teaches hockey and life skills to children in Washington’s poorest districts.

As Gormley points out, the goal isn’t just to benefit others with free equipment. Ovechkin seemed to quietly struggle with his previous skates and sticks, which means that the endorsement changes might not be for money-related reasons alone.

Ovechkin hopes his switch to Bauer produces more than just good will. Notorious for breaking sticks like toothpicks, Ovechkin is counting on Bauer to provide him with a sturdier product, which in turn should produce more goals.

“He’s been trying his hardest to break a stick and so far they seem to be indestructible,” Leonsis said, “and that makes us all smile.”

As long as he’s healthy, Ovechkin should have a much better campaign in 2011-12 by the law of averages alone. Most hockey players would consider selling their souls for a 32-goal, 85-point season, but for a phenom like Ovechkin, it was a down year. It wasn’t for a lack of trying, though; Ovechkin took 367 shots in 10-11, just one less than in 09-10. He just wasn’t getting the bounces that went his way for most of his career. Ovechkin connected on just 8.7 percent of shots, well below his career average of 11.9 percent.

The change in equipment will probably only make a subtle difference, if any at all. Yet if he feels more confident shooting with different sticks – and gets the bounces he should – then it’s easy to picture a 40+ or even 50+ goal season for Ovechkin … whether he has a “perfect body” or not.

Ovechkin signs long-term endorsement deal with Nike

Tampa Bay Lightning v Washington Capitals - Game Two

With all of the Alexander Semin bashing lately, at least one of the Capitals’ Russian snipers is having a good offseason. Rumors broke this afternoon that Alexander Ovechkin was signing an endorsement deal with Nike. Originally, it was thought that Ovechkin’s news conference schedule for Tuesday was to announce the endorsement deal—but now it looks like the press conference is unrelated to tonight’s news.

The Washington Post’s Tarik El-Bashir confirmed the news with Ovechkin’s agent, David Abrutyn on Thursday evening:

“I can confirm that Alex has signed a long-term global partnership with Nike. Alex is going to be supporting all of the products that Nike makes — apparel, footwear, performance apparel, casual wear, accessories and other elements of the Nike family of products. So he will be wearing their performance product when he’s playing and practicing, when he’s training and in his lifestyle.”
“From a lifestyle standpoint, everybody knows that Ovi has a unique fashion sense.”

This isn’t Nike’s first foray into the NHL. Hockey fans might recall the memorable Nike commercial that featured Markus Naslund and Ilya Kovalchuk going mano y mano. In the 1990s, there were players who sported the swoosh on the ice; including Sergei Fedorov and currently Steven Stamkos as signed up with the Oregon-based shoe company.

It’s understandable why Nike would target Ovechkin for a long-term endorsement deal. Aside from Sidney Crosby (who is locked into a deal with Reebok), there isn’t a more recognizable hockey player on the planet. We’re talking about a guy who just had the worst season of his career and still managed 32 goals and 85 points last season to lead the Capitals. The man has averaged 50 goals and 102 points per season over his 6 year career. Sometimes fans get a bit callous to his regular season dominance since he’s entered the league.

The next step for Ovechkin (and now his marketing partner) is a deep run in the playoffs. Even though the Washington captain was arguably the best Capitals player on the ice during last year’s playoffs, the fact remains that they haven’t gone past the Conference Semifinals since 1998. For the new sponsor to get full return on their endorsement deal, they’ll want maximum visibility for their product wearing player. In the world of the NHL, there’s no bigger stage than a deep run in the playoffs.

As long as we don’t have to see any commercials with a disembodied head in a locker (or bowling bag), everything should be fine.

So much for a lack of whimsical Alex Ovechkin commercials


When word surfaced that Alex Ovechkin was cutting his ties with CCM, we were bummed out because that indicated that his departure would leave an Ovechkin head-sized crater in the world of goofy hockey-related commercials. Apparently that hole will be filled with vanilla wafers, caramel, peanuts, rice crisps and chocolate – the primary sweets found in “Mr. Big” candy bars.

We probably should have known that the too-perfect pairing between Ovechkin and chocolate bars would generate some ridiculous commercials and that certainly seems to be the case judging by their first richly absurd advertisement. If you ask me, the spot achieves its goal of being entertaining, although you’ll have to ask Canadian kids if this whimsical Ovechkin commercial makes them want to eat the candy bars.

Apparently the commercial is the first part of a series of spots between Ovechkin and the candy bars, so one can only imagine what other mystical powers the all-world sniper will unveil in commercials for the chocolatey treats in the coming days/weeks/months. (You can follow their official YouTube channel here.)

Of course, some mean spirited and snarky types will react to that far-from-flattering photo of Ovechkin and say that maybe he shouldn’t take his endorsement of candy bars so seriously, but let’s ignore those fitness-related worries for now and just enjoy the show.

First, here’s the commercial.

This clip is much shorter, but it involves candy bar nunchucks, so I feel like I’d be letting you down if I didn’t share it as well.

Never change, Ovi. Never change.