Patriots QB Tom Brady discussed his sideline beverage of choice during his weekly appearance Monday on WEEI-AM. He said it is a "lemon drink with a ton of electrolytes in it.” Brady noted it is neither water nor Gatorade, as it "doesn’t have any sugar, so I just load up on electrolytes and it just keeps me right where I need to be.” He noted the Patriots training staff makes it only for him, saying, “I don’t know how they make it.” The drink is not available for sale ("The Kirk & Callahan Show,” WEEI-AM, 1/2).
THAT'S GREAT: The ATP World Tour has launched a new campaign titled "Greatness Within," which will offer a fresh look for the tour and its 64 tournaments. The campaign's signature line is "Greatness Within: Every Player, Every Week At Every Tournament." The campaign was produced by The Big Shot, London, and the video components feature music from THePETEBOX. It will showcase more than 60 players (ATP).
TIME TO CELEBRATE: The NHL rolled out its first three TV spots for its NHL Centennial campaign. The spots are titled "Fans," "Nicknames" and "Hat Trick." The campaign will run in the U.S. and Canada during NHL broadcasts and shoulder programming on national rights holders (NBC, NBCSN, Sportsnet, CBC, RDS) and on RSNs. The NHL developed the campaign in conjunction with N.Y.-based ad firm Baby Bear's Porridge (THE DAILY).
GAME ON: Dell has announced a new partnership with Turner and WME-IMG's ELeague series, making the computer company an official partner and exclusive PC hardware provider for ELeague (Dell).
