Gatorade get their teeth into action sports

28 January 2009 | Posted in Personal Endorsement, Miscellaneous | By Adam Fraser

Length of contract: 5 years | Annualised value:US$100,000 | Overall value: US$500,000

Gatorade has increased its sports sponsorship activity by agreeing deals with three teenagers, including 14-year-old star skateboarder, Chaz Ortiz.

17-year-old snowboarder Ellery Hollingsworth and BMX star Nigel Sylvester, 18, will also feature in a range of adverts for the drinks brand.

Ortiz, who will be ‘the cornerstone’ of Gatorade’s action sports campaign, will feature alongside other established athletes, including Derek Jeter and Peyton Manning.

"We’re not ready to talk about the depth and breadth of what we’re doing, but we’re going to be invested in the sport and a bit more visible across a number of platforms," said Keith Urban, Gatorade’s vice president of sports marketing said.

"As a leader, we want action sports athletes to see themselves in our brand. It’s an important part of our expansion."

Each of the deals is worth a six-figure sum to the youngsters, though Ortiz will be by far the most well remunerated.