• NYSportsJournalism.com, Wednesday, December 8, 2010 10:24 AM

Procter & Gamble has signed the ice hockey star who plays for the Washington Capitals to a multi-year deal that will put its Gillette brand front and center in a multi-media campaign.

The first campaign includes two TV spots, print and online ads, as well as POP materials featuring Ovechkin's name and likeness. Although the pact initially targets marketing efforts in Moscow-born Ovechkin's native region of Russia and Eastern Europe, Gillette has opened the door for him to become a brand spokesman in North America.

Under terms of the deal -- financials of which were not revealed -- Ovechkin will represent Gillette in charity programs that will contribute to youth hockey development in Russia and Eastern Europe and the Washington, D.C. area.

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