P&G taps NHL star as Gillette brand ambassador
WASHINGTON — Procter & Gamble has inked a multiyear partnership with National Hockey League star Alex Ovechkin to serve as a Gillette brand ambassador.
Ovechkin will appear in advertising and marketing in support of the men's grooming brand in Russia and Eastern Europe, and will collaborate with Gillette to create charity programs that will contribute to youth hockey development in the region, as well as the Washington, D.C., area.
The first campaign includes two television commercials, print and online advertisements, and point-of-sale materials featuring Ovechkin's name and likeness.
"We are excited about our partnership with Alex. He is one of today's fiercest competitors and a dedicated professional who is committed to working with us to help develop younger hockey players," stated Svetlana Stishkova, Gillette marketing director for Russia. "We are looking forward to working with him in Russia and Eastern Europe to help us launch the latest addition to the Gillette Fusion family and the new series of Gillette products for sensitive skin."
Ovechkin, the Washington Capitals left wing, burst onto the scene in 2005 and won the Hart Memorial Trophy, which is awarded to the Most Valuable Player, in 2008 and 2009. He also won the Lester B. Pearson Award in 2008, 2009 and 2010. He is the first player in NHL history to be named a First Team All-Star in each of his first five NHL seasons, and he is only the fourth player in history to score more than 200 goals in the first four years of his career, joining hockey icons Wayne Gretzky, Mario Lemieux and Mike Bossy. In July 2009, Ovechkin was named "Official Ambassador" to the 2014 Winter Olympics in Sochi, Russia.