Crosby signs Gatorade endorsement deal
By Adnews Staff
Pepsi-QTG Canada of Toronto has signed a multi-year endorsement agreement with hockey player Sidney Crosby for the Gatorade brand. Crosby played on Canada's gold medal-winning team at the 2005 IIHF World Junior Championship. He is expected to join the National Hockey League at its next draft. He will "play a major role" in future communications campaigns for Gatorade, according to the company. On July 1, a new promotion for Gatorade's X-Factor brand began. Purchasers of two X-Factor products will receive an instant-win game card. Instant prizes in this giveaway include downloadable sports-themed cell phone ring tones, Sidney Crosby cell phone wallpaper images, and a Sidney Crosby voicemail message. Other prizes include Team Canada hockey jerseys signed by Crosby and Nokia cell phones displaying the X-Factor logo.