SBD/March 28, 2014/Marketing and Sponsorship

Paul George The Latest Athlete To Sign With Gatorade, New Commercial Already Shot

Pacers G Paul George has been named the "newest NBA spokesman" for Gatorade, joining the sports drink's athlete endorser roster that includes Derek Jeter, Peyton Manning, Dwyane Wade and Serena Williams, according to the AP. In an upcoming ad titled "Slam," George "spins away from an opponent, takes off from the free throw line and dunks the ball -- with the sports drink streaming off of him the whole way." The deal is a "major breakthrough on the business side" for George, as he plays in "one of the NBA's smallest television markets" (AP, 3/28). USATODAY.com's Sean Highkin writes the commercial is "brief but powerful" and captures George's "essence and establishes him as a superstar in another way: This guy is marketable." Highkin: "It's a commercial that will be shown a lot this spring, particularly if the Pacers make the Finals" (USATODAY.com, 3/28).
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