The day after he received his first Hart Memorial Trophy as league MVP, he was given the key to the city by Washington mayor Adrian M. Fenty for being the first Washington MVP winner in a major sport since Joe Theismann of the Washington Redskins in 1983.
On June 11, 2008, Ovechkin also launched his own line of designer streetwear with CCM.
Ovechkin was reportedly involved in a feud with Pittsburgh Penguins forward Evgeni Malkin, who was drafted second behind Ovechkin in the 2004 NHL Entry Draft. Though the two were reported to be good friends when they roomed together during the 2006 Winter Olympics in Torino, Italy, this friendship quickly cooled. There is no definitive information on what caused the feud, but the most popular theory is that it began in August 2007, when Ovechkin supposedly punched Malkin's Russian agent, Gennady Ushakov, at a Moscow nightclub. Ovechkin has denied that version of events, while Malkin confirmed it, although he was not certain whether this was the precipitating event to the feud. The most notorious event took place on January 21, 2008 in Pittsburgh, when Ovechkin took a run at Malkin, which would have seemingly resulted in a devastating hit had Malkin not ducked out of the way just in time. The two would also not make eye contact at the 2008 NHL Awards Ceremony. Despite these incidents, Ovechkin has repeatedly denied "having it out" for Malkin. Though the feud raised many concerns as to its effect on the league, and the Russian national team at the 2010 Winter Olympics in Vancouver, it apparently dissipated as mysteriously as it started. On January 24, 2009, at the SuperSkills Competition, Malkin assisted Ovechkin in his stunt during the Breakaway Challenge. Malkin handed Ovechkin his props for the stunt as well as handing him his stick and pouring some sports drink down Ovechkin's throat. Though there is no final word on the nature and status of the feud, considering their past interactions, this incident appears to show that the feud has effectively ended. It has been reported that Ilya Kovalchuk, who was then the Atlanta Thrashers' captain and is also teammate of Ovechkin and Malkin on the Russian national team, brokered the peace between the two.
On January 24, 2009, Ovechkin won the Breakaway Competition at the SuperSkills Competition for the 2nd consecutive year in Montreal after emerging in the final few seconds wearing a hat bestowed with a Canadian flag and white sunglasses. On January 25, 2009, Ovechkin scored 1 goal and notched 2 assists, as well as scoring the game-ending shootout goal in the 2009 NHL All-Star Game as the Eastern Conference won 12-11.
He has also made a brief cameo appearance in Vlad Topalov's music video for "Perfect Criminal". He appears at 3:50 minutes into the video, playing "the last man on Earth".
Late in the 2008-09 NHL season, Ovechkin garnered some criticism over his exuberant after-goal celebrations. In the February 28, 2009, segment of Hockey Night in Canada's Coach's Corner, Canadian hockey analyst Don Cherry likened Ovechkin's celebrations of jumping into the boards and his team-mates to that of soccer players, concluding that this was not the Canadian way and advising Canadian kids to ignore Ovechkin's example. Capitals coach Bruce Boudreau came to Ovechkin's defense, stating Cherry "doesn't know Alex like we know Alex", and Ovechkin himself stated that he "doesn't care" about Cherry. The next notable incident happened on March 19, 2009, in a game against the Tampa Bay Lightning. After scoring his 50th goal of the season, Ovechkin put his stick on the ice, pretending to warm his hands over it because it was "hot". The incident sparked an immediate response from Tampa Bay coach Rick Tocchet who said that "[Ovechkin] went down a notch in my books". Boudreau had also stated that he would discuss the incident with Ovechkin, and teammate Mike Green, despite being the first to celebrate with Ovechkin afterwards, commented that he did not wish to join in the pre-meditated celebration. Ovechkin himself was unapologetic, and said about Don Cherry in particular, "He's going to be pissed off for sure...I love it!".
He is the cover athlete of 2K Sports hockey simulation video game NHL 2K10, as well as the cover athlete of EA Sports NHL 07.
On July 6, 2009, Ovechkin was named an ambassador for the 2014 Olympic Winter Games in Sochi, Russia.
In late 2009, he was named GQ's 48th most powerful person in D.C.
During the 2010-11 season, he has been featured in one of ESPN's This is SportsCenter commercials, in which he laughed off a question by an ESPN personality accusing him of being a Russian spy before being pulled upward by a line through an open ceiling tile by countryman and former Capitals teammate Semyon Varlamov. Ovechkin is featured on the wrapping of Big Deal candy bar.
