Gatorade Inks Integration Deal With Comcast’s ExerciseTV

Gatorade has signed a deal worth over $1M to integrate its products into Comcast’s ExerciseTV on-demand channel, according to Abbey Klaassen of AD AGE. Gatorade’s Propel brand “will sponsor the channel’s more casual workout programs and the Gatorade brand will sponsor hardcore sports-training programs.” The deal also includes original content created by Gatorade, “traditional spots at the beginning and end of the content and in-program branded billboards.” The agreement could make the channel “a place where Gatorade’s other sports-related content, such as extra commercial footage of its athlete endorsers, lives.” Gatorade Senior VP/Sports Marketing Tom Fox said, “The 30-second spot is just one possible edit of all the film you’re creating. The question is how do we take a lot of the ancillary content around that and play more broadly?” Klaassen notes “much of the Gatorade deal was orchestrated” by ExerciseTV Founder Jake Steinfeld (AD AGE, 5/15 issue).