Fox Business: At Super Bowl, the Gatorade Bath is Marketing Gold

The “Gatorade dunk” is one of the most awaited moments during the Super Bowl every year. According to a recent Fox Business article, the sports-drink baths at the end of the game have been a massive marketing coup.

Twenty of 30 Super Bowls since 1987 have included a Gatorade dunk from the winning team, which has amounted to more than $17 million in advertising value across radio, television and all mediums according to analytics firm, Apex Marketing.

“The brand is proud that the Gatorade dunk is a beloved football ritual, as much a part of the game’s iconography as players’ end-zone spikes and celebrations,” said Brett O’Brien, senior vice president and general manager of the Gatorade brand.

Super Bowl XXI was the first-ever championship Gatorade dunk, when Carson poured the sports drink on Parcells once the Giants defeated the Denver Broncos. And the rest was history.

Click here to read the full article.