SBD/December 21, 2010/Marketing and Sponsorship

Tebow Agrees To Multiyear Deal With FRS Health Energy Drink

FRS Wanted To Use Tebow In Super Bowl Ad, But NFL Said No
Broncos QB Tim Tebow has agreed to a multiyear deal to endorse FRS Health Energy, which is the "only drink on the market that uses Quercetin as its main ingredient," according to Darren Rovell of CNBC.com. XV Enterprises' Angel Gonzalez said that Gatorade and Powerade "were also involved in the bidding" to fill the sports drink category. The beverage actually is "less seen as an energy drink and more of a wellness drink." The FRS Company President & CEO Carl Sweat said that the company "will use Tebow on the Internet, but also plans a big buy." He added that he "planned to use Tebow in a Super Bowl spot, but the NFL denied it, saying it has a rule against advertising supplements on the broadcast." Sweat said that instead, FRS "will have a television ad on BCS broadcasts in the top 15 markets." Rovell notes FRS "didn't win Tebow's endorsement by paying him the most money." Terms of the deal were not disclosed, but Gonzalez said that the deal "did include some equity in the company." Also, as part of the deal, 25% of the proceeds from FRS product sales "over the next 10 days will be donated to the Tim Tebow Foundation." For FRS, the signing is "another move towards gaining mainstream acceptance." The brand "got on the map three years ago by signing Lance Armstrong, who endorses the product and owns a piece of the company." In June, the company "signed a deal with PepsiCo" to serve as its distributor (CNBC.com, 12/21).
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