Scott Rosner, the Program Director of the M.S. in Sports Management, was quoted in a CNBC article, “Gatorade gets cross-over appeal with Trail Blazers star and hip-hop artist Damian Lillard.”
The article discusses the agreement between Damian Lillard, the Portland Trail Blazers’ guard, and PepsiCo to promote Gatorade using the NBA star’s name, image, likeness, and social media accounts to endorse its BOLT24 product starting with a TV commercial.
“There is certainly a lot of cross-over appeal to him in particular,” Rosner commented on the agreement. “He’s absolutely a likable guy, a perennial All-Star, easily a top 20 player in the league. He’s certainly an attractive individual for brands to want to run with – and for blue-chip brands.”
Rosner is the lead author of The Business of Sports and has previously been published in Sports Illustrated, Sports Business Journal, ESPN.com, the Wall Street Journal, the New York Times, the Los Angeles Times, Philadelphia Inquirer, National Public Radio, MSNBC, and CNBC.
Learn more about the Sports Management M.S. program.