We’re accustomed to seeing superstar players decked out in equipment from their sponsor’s line. For Bauer, the likes of Alex Ovechkin and other elite players have become the face of the company. But it seems nefarious actions are going on behind the scenes of one of the most popular hockey brands.
According to TSN, a fraud lawsuit has been filed against Performance Sports Group, which owns Bauer and Easton, another top hockey (and baseball) equipment manufacturer. On Wednesday morning, the company revealed that it is under investigation by securities regulators in the United States and Canada. Just two days earlier, the company said it was in default with its creditors.
Photo credit: Chris Gordon
The world’s most famous hockey player has got some new gear. After dropping CCM over the summer, Alex Ovechkin unveiled a new six-year sponsorship with rival manufacturer Bauer, whose equipment Ovi used for the first three years of his career. This is Ovechkin’s second new sponsorship of the week after news of his long-term deal with superpower Nike for “lifestyle” and “performance” products surfaced on Thursday night.
“I think that CCM treat me well,” Ovechkin told reporters Tuesday afternoon. “They help me a lot and without that project I can’t score 65 goals. But in that kind of moment and that kind of situation right now, I feel that Bauer is company who I’m looking forward to work with. I played with this stick a couple years ago and I like it.”
The move doesn’t exactly come as a surprise. With Ovi’s ditching CCM — and therefore their parent company Reebok — that left Bauer as the only company with the cash to pickup a superstar endorsement.
The move was also teased on Bauer’s Web site over the holiday weekend, with their home page sporting a picture of skates with the Great Eight’s trademark yellow laces and the banner “This year will be different.”
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