Energizer Canada Inc., the official battery of the NHL, gets an assist from Washington Capitals superstar Alexander Ovechkin for a sponsorship agreement that runs until the end of 2010.
Ovechkin “personifies the spirit of the Energizer brand and the core essence of our ‘Keep Going’ brand promise,” said Kent Hatton, brand group director of Energizer Canada Inc. “He plays the game with great determination… he just exudes such a positive energy that’s right for our brand.”
Starting this fall, Ovechkin will promote Energizer’s performance brands, which includes its Titanium, Lithium and Rechargeable batteries.
Though Hatton wouldn’t provide any campaign details, he said the Energizer bunny, which is celebrating its 20th birthday this year, would be integrated into any efforts for Ovechkin and Energizer’s master brand.
“We’re excited about Energizer’s new activation with Alex Ovechkin,” said Laurel Walzak, NHL’s director of business development, in a release. “It really highlights that the NHL and NHLPA offer sponsors a multitude of platforms—from events to teams to players—that give consumer products great visibility and synergize with brand attributes,”
Energizer and the NHL are currently hosting the Advanced Lithium Powerplay promotion that will send two contest winners to a Stanley Cup Final game.
