Gatorade and the National Basketball Association announced Wednesday that
they are expanding their multiyear U.S. marketing agreement to a fully
integrated worldwide partnership.
Under the expanded deal, Gatorade will develop NBA-themed advertising and
promotions, participate in NBA preseason games and grassroots events and develop
retail-driven premium and merchandising programs with the league.
Moreover, in Gatorade's international markets, NBA superstars Michael Jordan
and Vince Carter will appear on its product packaging and in-store materials in
the near future.
Given that the league and its players are having a greater impact abroad, 'It
was a natural for us to do more with the NBA overseas,' PepsiCo Beverages
International vice president for Gatorade David Knight said.