Gatorade continues to build out its portfolio of next generation stars with San Diego Padre Fernando Tatís Jr.
Tatís joins NBA star Damian Lillard and golfer Matthew Wolff as recent signees working to debut Gatorade’s Bolt24 brand, aimed at health-conscious consumers.
Why Gatorade Grabbed Him: “BOLT24 is breaking some new rules for us, and Fernando is a guy who is writing his own rules of the game.” — Jeff Kearney, Gatorade global head of sports marketing
At just 21 years old, Tatís is touted as one of the most exciting players in MLB and is seen as one of the stars who can help bring young fans back to baseball.
Gatorade hopes to ride that wave in a sport often overlooked in marketing efforts. He’s one of three baseball players to receive a national deal from Gatorade in the last two decades, an exclusive list that includes Derek Jeter and Bryce Harper.
Gatorade maintains more than 70% of the sports drink market share — despite upstart challengers like BodyArmor and BioSteel — as it pushes new products into the market with younger athletes.
Innovation has been crucial to Gatorade-owner PepsiCo this year, as zero sugar products like Gatorade Zero drove more than $1 billion in retail sales through the third quarter. That helped boost third quarter profit 9% year-over-year to $697 million.