SBD/Issue 141/Sponsorships, Advertising & Marketing

Crosby First Hockey Player To Endorse Gatorade In U.S.

Crosby Becomes First NHLer
To Endorse Gatorade In U.S.

Penguins C Sidney Crosby reached a multi-year agreement about a month ago to become the “first hockey player ever to be endorsed by Gatorade in the U.S.,” according to Tripp Mickle of SPORTSBUSINESS JOURNAL. Terms of the deal were not disclosed. Crosby already has a deal to endorse Gatorade in Canada, and the U.S. deal is separate. Crosby will be featured alongside T’Wolves F Kevin Garnett, Yankees SS Derek Jeter, Colts QB Peyton Manning and former U.S. women’s national soccer team member Mia Hamm on gatorade.com this week. The company has also created online ads that will begin appearing in the next week before “SportsCenter Minute” segments on ESPN.com. Gatorade is the exclusive isotonic beverage of the NHL (SBJ, 4/16 issue).

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