Darren Rovell's Gatorade blog: Carmelo Anthony To Endorse Energy Drink

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Darren Rovell's books

Darren Rovell: First in Thirst: How Gatorade Turned the Science of Sweat into a Cultural Phenomenon
Out in bookstores and online NOW. Published by AMACOM in August 2005.
Darren Rovell & David M. Carter: On the Ball: What You Can Learn About Business From America's Sports Leaders
Published in February 2003 by Financial Times Prentice Hall.

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Carmelo Anthony To Endorse Energy Drink

With all these athletes drinking energy drinks in the locker room, it was only a matter of time before a high profile star had his own energy drink. Well, Carmelo Anthony of the Denver Nuggets now has his own energy drink. It's called "C1.5 Energy," even though it should be called "Carmelo Yello!" It will first be distributed in Asia before potentially hitting the United States. The deal was structured by Anthony's agents at BDA Sports. It should be interesting to see what happens if this becomes the new endorsement. It will make it harder for Gatorade to stay on their message points about the inconclusive data about caffeine and the importance of salt in a replenishing drink.

December 21, 2005 | Permalink

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Anthony’s endorsement will definitely boost up the sales of the drink. His sponsorship with several other companies like Nike has certainly fortified the sale in the global market.

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Interesting. I have been eating pickles and drinking Gatorade to battle "morning" (euphemism for every damn minute of the day)sickness. Maybe it is the electrolytes that is helping! Maybe the marketers should consider the pregos for a market expansion...

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