Sports marketing veteran Bob Cramer is the new vice president of sports marketing at Glacéau, makers of Vitamin Water.
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Cramer, the former sponsorship chief at MasterCard, will direct sports efforts for the Vitamin Water brand, which has assembled a group of endorsers that includes rapper 50 Cent, Bears linebacker Brian Urlacher and Mets third baseman David Wright.
With Coca-Cola acquiring Glacéau in May for $4.1 billion, marketing for the soda giant’s Powerade sports drink is now being directed by Glacéau. The Vitamin Water brand was built largely with guerrilla marketing, but with Coca-Cola’s vast resources behind it, that may change.
“It is a great opportunity with a great brand, and I’m looking forward to it,” Cramer said. “Aside from that, I can’t say much more, since I’ve only been working here for two days.”
Cramer’s most recent job was as president of Genesco Sports Enterprises. He left that position in June, nearly two years after joining the sports marketing firm.
During his nine years with MasterCard, Cramer was named to SportsBusiness Journal’s Forty Under 40 Hall of Fame and engineered two high-visibility marketing programs with MLB: the “All-Century Team” in 2000 and the “Memorable Moments” campaign in 2002.
