By Barry Janoff
May 29, 2014: Pelé is a big fish in a large soccer ocean, which is a main reason why Golazo, a small fish in a big ocean of sports energy drinks, has signed the legendary athlete to a multi-year contract.
The unveiling of the alliance is no coincidence, with the FIFA World Cup in Pele's native Brazil just two weeks away.
Seattle-based Golazo said it would utilize Pelé as a global ambassador to raise awareness for Golazo Energy and Golazo Hydration Natural Sports Fuel drinks.
Financial terms of the deal were not disclosed.
The brand said that marketing efforts would focus on the word "golazo," which roughly translates to "super goal" in both Spanish and Portuguese.
Initial marketing includes a "King of the Cup" promotion, which May 31 through July 13, encourages consumers to post "their best 'glazo' photo to Instagram or Twitter. Prizes include an autographed Pelé jersey, Golazo drinks and "tickets to marquee rivalry matches" such as Seattle or Portland games. (Details here.)
"Our multi-year and cross-category partnership with the legendary Pele – who has scored more goals than any other professional player in history – celebrates peak performance and being the best you can be in a natural way," Richard Tait, Golazo co-founder and CEO for Golazo, said in a statement.
Pelé joins a roster of endorsers that includes Will Johnson of Major League Soccer's Portland Timber and DeAndre Yedin of the MLS Seattle Sounders and the U.S. National Men's Soccer Team, which is headed to Brazil.
According to Pelé, "I know the importance of making healthy choices to provide your body with the fuel to be the best you can be, both on and off the field. I am excited to partner with Golazo, a company that matches my conviction for natural and healthier products with my passion for the beautiful game."
Pelé's endorsement deals also include Subway and Emirates Airline.
"We are meeting the needs of today's athletes in a new way," said Tait. "Golazo products are changing the rules in the traditional energy and sports hydration space, where incumbents are under increased scrutiny for artificial ingredients and sugar or sodium-laden formulas. The super goal is combining industry-leading functionality with phenomenal flavor, all from healthier non-GMO ingredients — that's the Golazo!"
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