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AO- The Marketing Machine
by Paul on 05/01/08 at 07:53 AM ET
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from Rick Westhead of the Toronto Star,
On the heels of an MVP-calibre season in which he scored 65 goals, added 47 assists and led the Washington Capitals into an unlikely playoff berth, the 22-year-old’s marketing representatives are close to announcing Ovechkin’s first major sponsorship contracts.
In the works are deals with Ferrari and U.S. mobile phone company Verizon, says Konstantin Selinevich, who spearheads Ovechkin’s off-ice business relationships. Selinevich says talks continue with others, including Coca-Cola. Just last month, the Wasserman Media Group, a powerful sports marketing agency in Los Angeles, was hired to buttress efforts to land endorsements for Ovechkin.
While the star already has sponsor agreements with Reebok’s CCM brand, trading-card company Upper Deck and Hype, an energy drink, none has put much marketing muscle behind him. (Selinevich says that will change this summer when Reebok rolls out an Ovechkin clothing line.)
Filed in: NHL Teams, Washington Capitals | KK Hockey | Permalink
Tags: Alexander+Ovechkin,
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