Alex Ovechkin has trademarked "THE GR8 CHASE" as he closes in on Wayne Gretzky's all-time NHL goals record, the star's marketing team and the Washington Capitals told ESPN.

Ovechkin and his family have been working on the multilayered marketing and business platform along with the Capitals, the NHL, the NHL Players' Association and sponsors and licensees -- who all will be part of Ovechkin's remaining journey as he stares down Gretzky's record and other milestones along the way.