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Home » CCM Hockey, MassMutual drop Ovechkin from marketing campaigns

Capitol Communicator reports that CCM Hockey and MassMutual will no longer use Washington Capitals star Alex Ovechkin in marketing campaigns.

CCM Hockey, MassMutual drop Ovechkin from marketing campaigns

by | Mar 22, 2022

CCM Hockey and MassMutual will no longer use Washington Capitals star Alex Ovechkin in marketing campaigns following Russia’s invasion of Ukraine, reports NBC Sports.

The news was first reported by TSN’s Rick Westhead and ESPN’s Greg Wyshynski.

CCM Hockey, who signed Ovechkin to a marketing endorsement deal in Oct. 2017, is also dropping other Russian NHL players.

“Although Mr. Ovechkin is not responsible for the Russian government’s actions, we took the decision to not use him (or any Russian player) on any global CCM communication at this point,” CCM Hockey chief executive Marrouane Nabih said in a statement to TSN.

The MassMutual ad featuring Ovechkin, his wife, Anastasia Shubskaya, and his Capitals teammate Nicklas Backstrom began running in October. The company said “the ad is no longer on the air” and it has also been pulled from its YouTube page.

According to NBC Sports: “The 36-year-old Ovechkin, who hails from Moscow, has expressed support for Russian President Vladimir Putin in the past, including being a part of PutinTeam, a social movement that began in 2017. As one of the country’s high-profile athletes, he has had a good relationship with Putin for a some time.

‘Ovechkin commented last week on Russia’s invasion of Ukraine by pleading, “Please, no more war,” and added “we have to live in peace and a great world.”

“When asked if he continues to support Putin, Ovechkin said that he is an athlete, not a politician.’

More here.

About the Author

Capitol Communicator

Capitol Communicator is a unique online and offline resource for Mid-Atlantic advertising, marketing, public relations, digital and media communications professionals. The e-magazine, e-newsletters and events bring together communications professionals, fostering community and providing important information; news; trends; education; and opportunities for networking, career enhancement, business exchange and showcasing great work. Visit www.capitolcommunicator.com to learn more.

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