March 23, 2009

Joining a list of athletes like Michael Jordan, Tiger Woods, Derek Jeter, Peyton Manning, Georges St. Pierre, has signed on to be a major part of Gatorade's latest campaign as one of the faces of their "G" marketing onslaught.

The Gatorade "G" campaign launched in the U.S. during the Super Bowl in January with many top flight athletes representing the brand. Now the company will move north of the border with a group of Canadian athletes to represent the brand.

Along with other top Canadians such as Gordie Howe, Cassie Campbell, RayZahab, Chantal Petitclerc and Bradd Arseneau, St. Pierre will serve as one of the leaders to help push Gatorade in the newly branded market.

"Just like in the U.S., the Canadian Gatorade brand is recognizing some of our nation's most influential and inspiring athletes," said Dale Hooper, vice president of marketing for Gatorade in Canada. "These athletes represent Canada's best while also serving as motivation to any Canadian who sweats, whether they're in it to win, for the fun of it, or for better health."

St. Pierre's addition to the Gatorade campaign can only be seen as a huge step forward for the marketing and advertising future of mixed martial artists who are looking to cross over into more mainstream work.

Late last year, the UFC welterweight champion signed on with CAA, a division of Creative Arts Agency, to help push the Canadian fighter into new markets including movies, television, licensing and digital media.

This latest move for St. Pierre to sign on with Gatorade signals the first MMA fighter to be involved with the popular sports drink brand, and a definite sign of the competitors involved with MMA moving forward to being more widely recognized alongside other top athletes.

St. Pierre filmed his first commercial for Gatorade over the last week while also working on the latest film the Canadian has been involved with, the second motion picture he has starred in over the last year.

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