AD AGE's E.J. Schultz noted Gatorade and marketing agency VML are "splitting up" after the WPP shop "handled digital" for the sports drink brand since '10. A Gatorade spokesperson "declined to elaborate on the new model" Gatorade would be using for marketing or if the brand "would be looking for a shop to replace VML." VML's work for Gatorade "included a VR experience" on dehydration shown to kids attending summer camp. Last year, it also oversaw Gatorade Amplify, which "generates personalized workout music playlists" (ADAGE.com, 10/11).
ICY SPIRITS: Several former NHLers went to distiller JP Wiser’s factory in Windsor, Ontario, to "create their own concoctions and be part of the process" in creating a new NHL Alumni Whisky. The first three spirits are to be "launched this month, from Wendel Clark, Lanny McDonald and Larry Robinson" (SPORTSNET.ca, 10/10). Meanwhile, High Bank Distillery’s cocktails will be "featured at Nationwide Arena thanks to a new partnership announced by the Blue Jackets." The distillery is "putting its name and aesthetic on a pair of bars in the arena, one on the main concourse" and another on the club level (COLUMBUS DISPATCH, 10/9).
PLAYING POSSUM: In Cleveland, Joey Morona noted the pro shop at the Browns' FirstEnergy Stadium is "already selling" Rally Possum plush toys for $25. The legend of the Rally Possum began on "TNF" during team's comeback against the Jets last month "when an opossum was found scurrying in the stands" (CLEVELAND.com, 10/11).
BANK SHOT: Fifth Third Bank has "extended its contract to serve as the official bank" for the Predators. A spokesperson "declined to share how long the extended deal will last" (BIZJOURNALS.com, 10/11).