SBD/Issue 129/Sponsorships, Advertising & Marketing
UFC's Georges St. Pierre Inks Deal For Gatorade's New "G" Campaign
Published March 24, 2009
|Gatorade Moves Into Canadian
Market With St. Pierre Deal
FEEL THE FLOW: SPORTSBUSINESS JOURNAL's Tripp Mickle reports Gatorade has reached a two-year deal to become the first title sponsor of Alli Sports' Free Flow Tour, which now will be known as the Gatorade Free Flow Tour. Sources valued the sponsorship "in the low seven figures." Under the deal, Gatorade also receives "activation rights at 50 summer competitions and 10 winter competitions, and it becomes the brand behind three half-hour shows about the Free Flow Tour on Fuel TV and will back a series of video shorts from the tour that will be featured on Fuel.tv and allisports.com." The partnership "completes Gatorade's push into action sports, which began in December" with the signing of three action sports athletes (SPORTSBUSINESS JOURNAL, 3/23 issue).
POWER PLAY: AD AGE's Natalie Zmuda reports Powerade is "undertaking a bold and innovative print and outdoor effort" that positions Gatorade "as only half the brand Powerade is." Powerade plans to "blitz the market with messaging that Gatorade is an inferior method of hydration, and says it has the science to back it up." Powerade and ad agency Ammirati, N.Y., have "developed a clever comparative campaign" pitting the brand against Gatorade, and Powerade has also worked closely with media partner Starcom MediaVest Group, N.Y., to "break new ground." Powerade "will take over the cover of the April 6 issue of ESPN The Magazine, marking the first time the publication has mingled editorial properties with advertising on its cover." ESPN/ABC Sports Customer Marketing & Sales President Ed Erhardt indicated that the cover concept, along with "seven- to 10-second video vignettes and a first-of-its-kind GameCast integration on mobile phones and ESPN.com, make for a compelling campaign." ESPN personalities "interview Powerade athletes in the vignettes, riffing off the 'complete sports drink' concept by asking the athletes to complete sentences." Powerade is also "running a digital effort, including a revamped website and banner ads" (AD AGE, 3/23 issue).