It’s getting real soon for star-studded quarterback Trevor Lawrence.
The 21-year-old suspected NFL # 1 draft pick announced Friday that he had signed his first endorsement deal with Gatorade.
The Clemson quarterback, slated to be drafted by the Jacksonville Jaguars on Thursday, has signed a multi-year deal with the sports drinks company and will be part of their marketing efforts and national campaigns.
Lawrence is the first quarterback to sign with Gatorade since Cam Newton and is joining other young rising stars like Fernando Tatis Jr., Zion Williamson, Jayson Tatum and Mallory Pugh as well. Full details were not disclosed.
“It’s been a staple of my sports journey since I was a kid, so I couldn’t be more excited to join the brand,” Lawrence told CNBC. “I don’t just look at the financial aspects, but do I really fit in with companies? … I always have to ask myself: ‘Is that me?’ So Gatorade was an easy choice, “he said.
Lawrence said his taste for Gatorade went back years. At Clemson, he used his protein products to build muscle and maintain his weight. He said his favorite Gatorade flavor was Berry Rain.
“We want to partner with athletes who are leaders among their peers, who are committed to performance and authentic users of our products,” said Jeff Kearney, global director of sports marketing at Gatorade. “Trevor is all of that, and with his help we hope to inspire and nurture the next generation of athletes.”
Gatorade dominates the US sports drinks category and holds a 72% market share of retail sales. according to Euromonitor. Coke’s Powerade is number two with a 16% share.
According to marketing experts, Lawrence is very attractive to brands.
“He has a proven track record and is not shy or afraid to speak out on issues,” said Joe Favorito, sports marketing consultant and professor at Columbia University.
During his three-year career with Clemson, Lawrence led the Tigers to a national championship, finished second in Heisman, was 34-2 as a starter and loved by the fans.
Favorito said when it comes to athletes, Lawrence reminds him a lot of former New York Giants quarterback Eli Manning.
“He wasn’t Joe Namath when he came to New York you know, loud and boastful, he let his athletics do the talking and then figured out how to be a great brand marketer,” said Favorito.
Fans in the Jacksonville area are already hugging the quarterback and buying him and his wife Wedding favors and donations to their favorite charities.
Lawrence said not much will change for him despite the big payday coming up and he doesn’t plan any big problems. His focus remains on football and his first goal is to earn the respect of his teammates.
“It really doesn’t change anything just being who I am,” he said. “Make sure money never changes me. It won’t, but honestly, I’m not too worried about it [the money]. “
He said he had financial advisors to make sure his savings were booked well, but he still plans to get involved.
“If I want to invest money in one thing or a few different things, I want to know what’s going on and educate myself,” he said. The Tigers star said he has been keeping an eye on his colleagues launching NFTs and will be open to doing so in the future.
“I definitely think this has a future and it will be cool to see how this unfolds,” he added.
According to the athlete marketing firm, Lawrence has the highest earning potential among potential clients when it comes to social media Opendorse. He can expect to make millions more through social media alone over the course of his career. Opendorse said he has the option to order $ 10,000 per tweet or $ 50,000 per Instagram post.
In addition to Gatorade, Lawrence is expected to sign an apparel deal with Adidas, joining the ranks of Patrick Mahomes and Aaron Rodgers, who are also Adidas endorsers.
The only thing that could stand in his way in the long run: win.
“The downside, of course, is that he’s going to a place that is being rebuilt, but that’s not something he can control and that’s not something a brand can control,” said Favorito. “It is very rare for an athlete to be incredibly successful in the long run if they don’t perform well on the field.”