Gatorade - Advertising and Publicity

Advertising and Publicity

Gatorade is the official sports drink of NASCAR, the NFL, MLB, NBA, WNBA, USA Basketball, NHL, Association of Volleyball Professionals, US Soccer Federation, Major League Soccer, High School Sports Teams, and other professional and collegiate athletic organizations, providing supplies of the drinks to sponsored teams in some cases. Distribution was extended to include the U.K. in 2008, coinciding with an agreement designating Gatorade as the official sports drink of the Chelsea F.C. Gatorade's 1991 "Be Like Mike" ads featured Michael Jordan of the Chicago Bulls, a North American basketball team which had just won its first National Basketball Association championship at the time. The ads began airing in August 1991 and the phrase "Be Like Mike" became household lingo in America. In more recent years, the Gatorade brand has continued to employ professional sports athletes in the promotion of its products. Primary endorsers in the 2000s have included Major League Baseball player Derek Jeter, National Hockey League player Sidney Crosby, National Basketball Association player Dwyane Wade, PGA Tour golfer Tiger Woods, and National Football League quarterback Peyton Manning.

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