SBJ/December 17 - 23, 2001/Marketingsponsorship

Gatorade signs Big East deal

Gatorade has signed a new five-year agreement with the Big East Conference that makes it the official sports drink and energy bar for the league.

The deal, which was brokered by the Big East's marketing agency, Nelligan Sports Marketing, gives Gatorade traditional sponsorship rights, including signs inside and outside Big East championship venues, recognition in print and other conference materials, and product and cooler placement during Big East championships, including its men's and women's basketball tournaments. Gatorade also gets promotional use of Big East marks.

Gatorade has been a sponsor of the Big East since 1999.

Neither conference, Nelligan nor Gatorade officials would reveal the financial value of the deal. Sources said Big East sponsorships typically sell for $175,000 to $225,000 a year, which would put the total value of the Gatorade deal at between $875,000 and $1.1 million.

Gatorade is part of a Big East sponsorship roster that includes Dunkin' Donuts, Aeropostale, Just Balls Sports Solutions, Lincoln-Mercury, 7Up, MBNA America and Cooper Tires.

— Jennifer Lee

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