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Marketing and Sponsorship

Islanders' John Tavares Endorsing Vita Coco; Sponsors Flocking To Leafs' Auston Matthews

Islanders C John Tavares yesterday did a "photo and video shoot for his new endorsement deal with Vita Coco coconut water," according to Neil Best of NEWSDAY. Tavares "likes to pick his endorsement spots carefully." His current roster includes hockey equipment company CCM, cooling towel brand Mission Athletecare and now Vita Coco. Tavares is "one of the best hockey players in the world" and "arguably is better at the moment in his sport than any of his counterparts" in the N.Y. market. Still, it is "highly unlikely Tavares ever will match" Giants WR Odell Beckham Jr. in commercial productivity, "because of his nature, because of the sport he plays and by choice." Tavares said, "I don’t think that’s really my personality, doing commercials or shoots like this every day. It’s just not typical ... It’s selective for me, partnering with the right people, but also I play a team sport and I don’t try to make it all about myself all the time." Best notes Tavares is the "only current hockey endorser for Vita Coco and only the second in its history." Vita Coco Communications & PR Manager Hailey Tully said that the company was "aware Tavares uses the product and also wanted to reach hockey players, hockey fans and New Yorkers" (NEWSDAY, 10/20).

AUSTON CITY LIMITS? SPORTSNET.ca's Elliotte Friedman noted sponsors "came flying out of the woodwork" after Maples Leafs C Auston Matthews' four-goal NHL debut. It will be "fascinating to watch how this plays out," because coach Mike Babcock and GM Lou Lamoriello "came to Toronto with a mandate to put the focus back on the ice, not off it." The idea they "won’t let anyone near Matthews seems silly." Lamoriello himself "does radio commercials for a car dealership." They are "going to protect" Matthews and "make sure it isn’t too much." Friedman: "But I can’t see them hiding Matthews in a closet" (SPORTSNET.ca, 10/18).

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