Gatorade bets on rising MLB Star Fernando Tatis Jr. with rare national endorsement deal

December 18, 2020

Major League Baseball has clamored for a breakthrough superstar to capture the public’s attention, ever since Derek Jeter hung up his Yankees cleats in 2014. Pretenders to the throne have come and gone, but the answer might be a 21-year-old, bat-flipping Dominican, who favors frosted dreadlocks, flashy socks, mirrored sunglasses, unbuttoned jerseys—and can’t stop dancing or smiling on the diamond, reports Forbes.

Indeed, the news outlet says, the feisty shortstop Fernando Tatis Jr. has played less than a full season’s worth of MLB games for the San Diego Padres—but already is arguably the most electrifying player in the sport. He’s now filling Jeter’s shoes off the field, as the newest athlete on Gatorade’s endorsement roster, where he’ll pitch the brand’s Bolt24 line of products under a multi-year deal.

“We pride ourselves on working with athletes who are championship caliber and are aspirational for kids,” Jeff Kearney, Gatorade’s global head of Sports Marketing, told Forbes. “Bolt24 is breaking some new rules for us, and Fernando is a guy who is writing his own rules of the game.”

Tatis, whose father spent 11 years in MLB, joins NBA star Damian Lillard and up-and-coming golfer Matthew Wolff as Bolt24 athletes. The trio will be featured in a national TV and digital marketing campaign that kicks off next week to promote the low-calorie drink aimed at athletes for around-the-clock hydration, featuring a caffeinated version and one with antioxidants.

It is the latest endorsement for the San Diego Padres shortstop, who broke into the majors in 2019 and drew national attention in August for hitting a grand slam on a 3-0 pitch, breaking one of baseball’s “unwritten rules.” His other deals include Adidas, Hyperice, Mizuno gloves and Victus bats. PepsiCo-owned Gatorade works with several baseball players on a regional basis, but Tatis joins Jeter and Bryce Harper as the only players with national Gatorade endorsement deals over the past two decades.

Research contact: @Forbes

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