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Home » CCM Hockey, one of the largest producers of hockey equipment, to stop using Washington Capitals star Alex Ovechkin and other Russian-born players in marketing

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

CCM Hockey, one of the largest producers of hockey equipment, to stop using Washington Capitals star Alex Ovechkin and other Russian-born players in marketing

by | Mar 4, 2022

CCM Hockey, one of the largest producers of hockey equipment in the world, is planning to stop using Washington Capitals star Alex Ovechkin, as well as other Russian-born NHL players, in any global marketing campaigns, according to TSN’s Rick Westhead. CCM chief executive Marrouane Nabih confirmed that the hockey equipment giant made the decision following Russia’s invasion of Ukraine earlier in February, reports CBS Sports.

“We are very sad to witness, like the rest of the world, what is happening in Ukraine,” CCM chief executive Marrouane Nabih told TSN. “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.”

According to CBS Sports: “Ovechkin makes over $500,000 in endorsements from CCM, according to TSN. The Capitals winger even receives a percentage of the company’s sales in his native Russia.

“CCM has active endorsement deals with plenty of non-Russian NHL stars, such as Edmonton Oilers star Connor McDavid and Toronto Maple Leafs star Auston Matthews, but the company’s relationship with Ovechkin goes back years.”

More here.

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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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