CINCINNATI — Procter & Gamble Co. has unveiled a multiyear partnership with National Hockey League star Alex Ovechkin to serve as a Gillette brand ambassador.
P&G said Tuesday that the 25-year-old Ovechkin, an all-star, high-scoring left wing for the Washington Capitals, will appear in advertising and marketing activities in support of Gillette in Russia and Eastern Europe and will collaborate with the male grooming brand to create charity programs that will contribute to youth hockey development in the region, as well as in the Washington, D.C., area.
"It’s an honor to work with Gillette, the world’s leading grooming brand. I look forward to partnering with Gillette to help young hockey players learn the game and to help them be the best they can be in hockey and in life," commented Ovechkin, who won the Hart Memorial Trophy as the NHL’s most valuable player in 2008 and 2009.
The first campaign includes two television commercials, along with print and online advertisements and point-of-sale materials featuring Ovechkin’s name and likeness, according to P&G.
"We’re 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’s 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."
