So what is Serena Williams up to during her yearly self-imposed absence from Indian Wells? According to her Twitter feed, she is shooting a new commercial for a new product line from “G” better known as Gatorade. In fact, Serena may be the best spokesperson they have.
During a rain delay today, Serena took over Gatorade’s own twitter feed to answer questions from fans and explain the different “G” drinks coming to market soon. But this precise and almost boastful embrace of her sponsor is nothing new. Williams has always found ways to work in either the bottle or the brand throughout her tennis. She’s always seen on court during changeovers sipping from a clearly marked “G” bottle, no matter what the official drink of the tourney may be. In press conferences, Serena and a “G” bottle are always side by side on the table. And, in what a few observers may have found in poor taste, Serena worked in the brand during her acceptance of the Australian Open trophy back in January saying at the end of her speech, “I felt like I had a real “G” moment today.”
With Gatorade recently dropping its sponsorship of Tiger Woods because of his on-going sex scandals (emphasis on the plural for those who followed Howard Stern’s intimate interview yesterday with three of Wood’s former mistresses), one wonders how much more air and facetime they will give to those other sports pros they still support. With Serena seemingly going above and beyond the call of duty to show her pride in “G”, it wouldn’t surprise me if after her tennis career, she finds a way to market her own brand of sports drinks to go along with her current forays into fashion, jewelry and yes, nail care.
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