Tiger Woods signed a massive licensing deal with Gatorade that is rumored to be worth $100 million for a period of five years. Gatorade is owned by PepsiCo (NYSE: PEP) who is clearly banking on Tiger Woods giving Gatorade a boost over Coca-Cola's (NYSE: KO) Powerade and new competitors.
Maybe it's just me, but I just don't understand this pairing. How sweaty do people really get when they're playing golf? Golf just doesn't seem like an endurance sport requiring electrolyte replenishment from a sports drink like Gatorade. Michael Jordan or Derek Jeter endorsing Gatorade I understand. Tiger Woods endorsing Gatorade just doesn't do it for me.
But Tiger Woods isn't just endorsing Gatorade. Instead, this is Tiger Woods' first licensing deal. That means, in the spring, you can expect to see "Gatorade Tiger" on your grocery store shelves in three yummy flavors picked by Tiger himself - cherry blend, citrus blend and grape.
If you've been reading MarketingBlurb for awhile, you might already know that I'm not a fan of celebrity endorsements. Gatorade Tiger is a perfect example of why I think celebrity endorsements aren't worth the money. It's just not a good pairing. This isn't the first time Tiger Woods has been tapped for a strange celebrity endorsement. Remember those Buick commercials? Did anyone really believe Tiger Woods drove a Buick?
What do you think of Tiger Woods and Gatorade? Hit or miss for PepsiCo?
Susan:
I have to disagree with you on this one. Golf is, in fact, a more demanding sport than a lot of people realize. Players must walk the course -- oftentimes in very hot weather. When Ken Venturi won the US Open back in the 50's, he suffered from severe dehydration after his round. Doctors were afraid that he might actually have heat stroke.
Golfers need to be properly hydrated, just like any other athlete. Gatorade is designed to help athletes stay hydrated. Therefore, I think Tiger is a good candidate as a Gatorade spokesperson -- certainly more suited to Gatorade than he is Buick.
A second point -- just like like many golfers strted using Nike clubs and balls -- many are likely to begin drinking Gatorade before they get on the course and while they are on the course if they think it will help them perform more like Tiger. So again, I think the Gatorade -- Tiger match is a good one.
Posted by: Bud Bilanich | October 18, 2007 7:57 PM | Permalink to Comment