It’s In Him: Crosby Signs Multi-Year Deal With Gatorade

Gatorade Fueling Crosby With Multi-Year Deal

Sidney Crosby, the likely top pick in the NHL Draft, has signed a multi-year deal with Gatorade Canada, according to Stephane Massinon of the HALIFAX DAILY NEWS. Terms of the deal were not disclosed, but Gatorade Marketing Manager Jeff Jackett said, “It’s a good size investment.” Massinon reports the deal was negotiated by Crosby’s agent, Pat Brisson, and his father. Crosby will be involved in the promotion of Gatorade’s X-Factor brand. Jackett: “He’s a player that we would want to include in our marketing plans for the next few years in Canada.” Massinon notes Crosby signed a five-year, US$2.5M equipment and apparel deal with Reebok in March (HALIFAX DAILY NEWS, 7/6). The CP’s Donna Spencer reports Crosby’s Gatorade agreement is the “richest deal a hockey player has signed with the sports drink company.” Crosby joins Canadiens G Jose Theodore, former NHL G Patrick Roy, Yankees SS Derek Jeter, Colts QB Peyton Manning, Rockets C Yao Ming and FC Barcelona MF Ronaldinho as athletes who have endorsed Gatorade (CP, 7/6).

APPLE OF THEIR EYE? A Reebok exec said that the Rangers “are the ideal team for Crosby, Reebok and the NHL,” and an agent who does not rep Crosby added that the league “should take every step it can to place Crosby in” N.Y. The agent said, “If they don’t, then they’re dumber than we all thought they were” (NEWSDAY, 7/5).