Alexander Ovechkin is set to take over the world with the help of IMG Worldwide. The NHL’s best player recently signed a pact with the global entertainment agency and there’s no doubt that the Ovechkin brand will grow.
IMG execs say that Ovie “transcends” the game of hockey citing the frequency with which he appears on SportsCenter or YouTube. It’s clear that he can become an ambassador for the sport but the guys at IMG aren’t exactly looking to help the NHL as a whole. Here’s what IMG honcho David Abrutyn had to say about the move:
“This is really about Alex as an individual that has the ability to transcend his sport and be successful in the commercial arena. We’re committed to Alex, and not much beyond that at this point.”
It will be interesting to see how this plays out. Ovechkin is wildly popular in Russia and has become a major star in the D.C./Maryland/Virginia area. But can he become a star on the level on LeBron James, Adrian Peterson, or Derek Jeter? It certainly won’t be easy with the lack of coverage of the NHL. However, Ovechkin the most exciting player in the sport with a career trajectory that should place him among the greats.
It’s also important to note that IMG decided to make Ovechkin their project rather than Sidney Crosby. Could it be because Ovechkin has more international appeal? Perhaps. Though I’d argue it has just as more to do with Crosby’s lack of personality (and likability?). IMG’s Arbutyn made a point to highlight Ovechkin’s “personality and general demeanor” as two assets that have helped him break through.
This isn’t really a criticism of Crosby. He was thrust into the role of NHL poster boy by commissioner Gary Bettman and the foolish NHL brass. Instead, Bettman deserves to take heat for his poor attempt to coronate Crosby. The NHL’s problem has always been a lack of visibility for its major stars. Unfortunately for Bettman, IMG just told him that he’d put all of his eggs in the wrong basket.
Tags: alexander ovechkin, david arbutyn, hockey, img worldwide, NHL, washington capitals
