Gatorade get their teeth into action sports
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.
Usain Bolt to break new Gatordade partnership - 20 September 2012
Signature Series signs inaugural sponsor - 10 May 2012
Asian X Games signs renewal with Kia - 26 November 2009
ESPN Star Sports brings La Liga to Singapore - 10 May 2012
Setanta Sports Eurasia completes ‘big five’ line-up - 14 August 2012
Related blog posts
50 Most Marketable 2012 - Shaun White - 17 May 2012, Notes & Insights
Juanjo Marquez - Time for action - 10 October 2011, Notes & Insights
Roll On 2013: Media Action Sports - 09 January 2013, Notes & Insights
X-Games set for global growth - 01 July 2011, Notes & Insights