CCM cancels marketing initiatives for Ovechkin, Malkin and other Russian players
On Monday, it was announced that hockey giant CCM was at a loss for how to handle its endorsement deals with Russian athletes in light of what is occurring right now in Ukraine. It did not take long for CCM to come to a decision, which shouldn't surprise anyone given the magnitude of the situation.
Per TSN's Rick Westhead, CCM will terminate any plans to use Alexander Ovechkin and other Russian NHL stars in any and all upcoming initiatives. CCM chief executive Marrouane Nabih issued a statement on the matter on Tuesday.
«We are very sad to witness, like the rest of the world, what is happening in Ukraine. 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.»
It is believed that CCM will continue to make good on their financial commitments in the endorsement deals to Ovechkin, as well as other NHLers like Evgeni Malkin and Dmitry Orlov, but will not feature them in any ads, indefinitely.
CCM also has endorsement deals with the likes of American superstar Auston Matthews and Canadian hockey icon Connor McDavid. It stands to reason that the company will run additional global marketing campaigns with their domestic partners in place of their Russian partners.
Source: TSN, Rick Westhead
| POLL | ||
MARS 1 | 489 ANSWERS CCM cancels marketing initiatives for Ovechkin, Malkin and other Russian players Do Ovechkin, Malkin and other Russian stars deserve to keep collecting endorsement checks? | ||
| Yes | 216 | 44.2 % |
| No | 189 | 38.7 % |
| Don't care | 84 | 17.2 % |
| List of polls | ||
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