If there ever was a time the NHL needed a fun-loving, goofy spokesperson, that time is now.
And Alex Ovechkin fills the bill.
Just a couple days ago, a few Capitals players were looking for a way to pass the time. Team management set up a quick tour of the White House area of Washington on Segways, the two-wheeled motorized scooter.
From all accounts, Ovechkin was the life of the party, yelling out to pedestrians, joking with a protestor at the White House, and off-roading before receiving a warning from police.
It wasn't a planned PR stunt - it just fell into place. This is the sort of thing that happens when Ovechkin is around.
He's a star blessed with talent and loads of personality.
He gives a great sound bite, in direct contrast to the polished media-savvy truisms that come from current favorite son Sidney Crosby.
Ovechkin just tells it as he sees it, and has great fun doing so.
He is, my friends, a marketing dream.
Part of the charm is his quirky Russian accent and not-yet-fully-mastered command of the English language, but you can tell he's trying awfully hard to fit in.
He allows his excitement to come out at any time. He's like the kid at Christmas who blurts out "Thanks Santa!" upon opening up that new Wii game system.
Instead of plastering Crosby's image on all things hockey, the NHL should turn to Ovechkin for his obvious marketability.
Have him emcee an awards show and put him in more TV commercials. Or just expose him to hockey fans everywhere and let his personality shine.
Making Alex a spokesperson will bring a little comic relief to an oft-bland NHL product.
It's time the NHL put its confidence in the lovable Russkie.