Gatorade’s New Golfer

    • Gatorade is shifting its endorsements younger while controlling 72% of the market.
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Gatorade has signed Matthew Wolff, its first golfer since Tiger Woods. He’s the newest young star in the Gatorade family as it continues to evolve beyond the era of Michael Jordan, Mia Hamm, Derek Jeter and Peyton Manning.  

Who: At 21, Wolff is currently the No. 14 golfer in the world. He has several top-5 finishes this year, including a second-place finish at the U.S. Open and a tie for fourth at the PGA Championship. Gatorade will use Wolff to help launch its new Bolt24 product in December. 

Competitive edge: Gatorade — which controls more than 72% of the sports drink market — is building out a younger tier of athlete endorsers as companies like BioSteel and BodyArmor push into the market with big names like Patrick Mahomes and Naomi Osaka, respectively.

Gatorade’s Youthful Portfolio: 

  • NBA player Zion Williamson
  • NBA player Karl-Anthony Towns 
  • NBA player Jayson Tatum
  • Soccer player Mallory Pugh
  • NFL player George Kittle
  • Sprinter Sydney McLaughlin