Tiger Woods in Gatorade brand tie-up

US soft drinks giant PepsiCo is launching a new variant of its sports performance drink Gatorade in a tie-up with golf champion Tiger Woods, that will see the launch of Gatorade Tiger. Terms of the deal have not been disclosed but it is believed Woods has signed a five-year deal worth up to $100m (£50m).

Gatorade Tiger will be launched in the US in March and is Wood’s first partnership with a US drinks company.

Gatorade was first developed in 1965 by a sports coach and scientists at the University of Florida to combat hydration. The brand has now grown to include the Gatorade performance series of drinks, the Gatorade Thirst Quencher brand and the Propel fitness water range.

In the past Chicago-based Gatorade has linked up with sports personalities such as Michael Jordan but this is the first licensing agreement is has signed with a golf star. Woods is due receive royalties from sales.

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