According to SportsPro (May 17, 2011), Alex Ovechkin is 23rd most marketable athlete in the world.
1. Usain Bolt
2. LeBron James
3. Cristiano Ronaldo
4. Lionel Messi
5. Lewis Hamilton
22. Maria Sharapova
23. Alexander Ovechkin
27. Sidney Crosby
And here's the link to Russian Gillette web site (h/t to EmilyB: "Repping that silly Swedish hat!")
Here's the translation from Russian:
Millions of men around the world rely on every day care with Gillette, and Alexander Ovechkin is the face of Gillette, the living proof that even brutally looking strong man can look good and take care of his style and appearance.
The participants in this phase of the competition should upload their best photos, and thus demonstrate that the phrase "real man should be a little more handsome than monkey" is completely untrue!