SBD/March 11, 2011/Marketing and Sponsorship

Celtics' Kevin Garnett Signs Sponsorship Deal With Coconut Water Brand Zico

Coconut water brand Zico has signed Celtics F Kevin Garnett "as an endorser in a deal that will pay him both cash and give him an undisclosed equity stake in the company," according to Darren Rovell of CNBC.com. Some observers "might be skeptical given that Garnett had a deal with Gatorade up until December," but Garnett "came to Zico, not the other way around." Garnett said that he has "converted many teammates to the ritual, which involves him drinking one bottle after every massage, one bottle after practice and one bottle on ice after the game." He added, "I don’t mind being the face of the coconut water boom. There’s so many people who care more and more about what is going into their body and I can help grow that awareness." Rovell noted "other believers with deep pockets" include Madonna, Matthew McConaughey and Demi Moore, who "bought a share of Vita Coco" (CNBC.com, 3/10).
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