In a deal of firsts, Gatorade has struck its inaugural licensing deal with Tiger Woods, while the effort marks the golfer’s first major beverage endorsement.
Unlike previous deals involving athletes, Gatorade has licensing rights to use Woods’ name and image on the new signature line of Gatorade Tiger. Woods selected the initial
flavors—cherry blend, citrus blend and grape—for the line, which debut in March.
Gatorade declined to discuss financial details of the deal. But Golfweek magazine last month estimated the pact to be worth $100 million over five years. That would have Woods closing in on the billion-dollar mark in career endorsements
“Tiger’s engaged in every part of creating products for his signature line,” said Gatorade spokeswoman Mary Doherty.
In a video released by Gatorade, Woods was enthusiastic about the relationship.
“Working with Gatorade scientists, I’m looking forward to finding out how my body works on the field and off,” he said.
Gatorade didn’t release any details of its marketing plans with Woods.
“We’re still building our retail and consumer plans,” said Doherty.
Woods joins an impressive lineup of athletes who signed on as spokesperople for
Gatorade, including Michael Jordan, Mia Hamm, Peyton Manning and Derek Jeter.
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