CCM announces that the company plans to drop ad campaigns featuring Russian players
Hockey giant CCM had announced on Monday that it was at a loss for how to address the issue of endorsement deals for Russian players due to the ongoing conflict in Europe right now, with Russia having invaded Ukraine. Now, just 24 hours later, we have our answer.
According to Rick Westhead of TSN, CCM plans to park any marketing opportunities in which they would have used Alexander Ovechkin and other Russian NHL stars. CCM chief executive Marrouane Nabih issued a statement on the matter on Tuesday afternoon.
«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.»
The company is expected to continue to make good on their financial commitments in endorsement deals to Ovechkin, Evgeni Malkin and Dmitry Orlov, among others, but will not feature them in any ads until further notice.
CCM can easily pivot here and build their ad campaigns around the likes Auston Matthews and Connor McDavid, whom they also already endorse.
Source: TSN, Rick Westhead
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