Gatorade has 77% of the U.S. sports drink market but continues to sign blockbuster partnerships. The latest: Zion Williamson, the most marketable NBA rookie in a generation by kbadenhausen
Be Like Mike
The PepsiCo-owned brand recently signed the much heralded Williamson to a multiyear endorsement deal ahead of his rookie season with the New Orleans Pelicans as first reported bytoday with the tagline “Now Let’s Get To Work.” Financial terms were not released, but the No. 1 overall NBA Draft pick is expected to net seven figures annually under the pact.
Gatorade launched on the football fields of the University of Florida in the 1960s and has official sponsorships across all sports, but basketball is at its center. “Basketball is vital to our brand. It is an important part of our DNA,” says Kearney. It took three bags of IV fluids before he could move again. The trainers talked to Williamson about getting properly hydrated a day or two ahead of games and not waiting until game day. He thinks his work with Gatorade going forward will help fully optimize his body for the long NBA season.
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