Hockey equipment giant CCM to stop marketing Ovechkin, other Russian NHLers

Hockey equipment giant CCM announced Monday that it will stop using Alex Ovechkin and its other Russian NHL players for marketing initiatives.

The decision comes a few days after Russia launched an attack on neighbouring Ukraine.

“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.”

Pittsburgh Penguins forward Evgeni Malkin and Washington Capitals defenceman Dmitry Orlov are also two of CCM’s most notable NHL athletes, alongside Ovechkin.

Speaking to the media last week, Ovechkin addressed questions about his thoughts on Russia’s invasion of Ukraine.

“Like, I’m Russian, right? Sometimes some things I can’t control. You know, it’s not in my hands,” Ovechkin said. “Please, no more war. It doesn’t matter who is in the war, Russia, Ukraine, different countries... We have to live in peace and a great world.”

Ovechkin has not hid his friendly relationship with Vladimir Putin in the past. In 2017, the Moscow native participated in the founding of a social movement called “Putin’s Team”, campaigning for the president’s re-election.

The 36-year-old has been more reserved in his support of Putin recently, telling reporters that, “he’s my president, but I’m not in politics. I’m an athlete.”

The superstar winger has been one of CCM’s most visible athletes since he entered the NHL. According to TSN’s Rick Westhead, Ovechkin earns over $500,000 annually from the company, including a percentage of its sales within Russia.

Despite the decision to keep Russian players out of marketing campaigns, Westhead reports that it is unlikely that CCM would consider ending its contracts with the athletes.

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