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Fuse Science Reaches Equity Endorsement Deal With Tiger Woods

Fuse Science today announced a five-year endorsement deal with Tiger Woods that is interesting for reasons well beyond the marketing rehabilitation of an athlete who once ruled the endorsement game. The deal covers both the sports nutrition and energy categories, the latter of which once provided Woods with a lucrative endorsement from category leader Gatorade. The structure of the Fuse Science deal is also intriguing since it is an equity deal, along the lines of those that built brands like Vitaminwater, which had dozens of athletes as owner/endorsers as it was building up its brand.

The other intriguing part of the deal is just how much exposure the relatively unknown Fuse Science will get out of the deal. “Powered By Fuse Science” will be emblazoned on Woods’ golf bag, a signage space once held by Buick but taken by Woods' foundation since the Buick deal dissolved in '08. The Fuse name will first appear on Woods’ bag at the Chevron World Challenge Nov. 30-Dec. 4. Fuse also has plans to market Tiger signature products, all of which are applied topically in droplets.

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