PepsiCo Canada has extended its relationship between its Gatorade brand and popular Canadian mixed martial arts champion George St-Pierre, marking the event with a new TV spot with other activations to follow.
The TV spot ran only on the weekend ahead of St-Pierre’s scheduled title defence fight at UFC 111 in New Jersey, though the ad has been posted to YouTube and the Gatorade Canada Facebook page.
The spot was produced by TBWA and OMD handled the media.
While mixed martial arts continues to enjoy strong fan support and has become a pay-per-view hit in bars across Canada, it continues to bare the stigma of not being sanctioned in some markets including Ontario.
The deal with GSP was announced just days after UFC president Dana White held a well-attended and well-covered photo op and public Q&A in Toronto.
By packing the foyer of the Eaton Centre mall with fights fans, White also created an instant show of support for his sport.
Asked by a fan what can be done to bring the sport to Ontario, White replied: “You just did it.”
White insisted progress was being made on bringing the sport to Ontario.
“What you have to understand is this education process is going to take longer in some places than it does in others,” he said. “It’s happening. I’m going to keep coming up here until it gets done.
“This is the biggest [MMA] market in the world and there’s no reason it shouldn’t be here.”
Even if UFC can’t hold events in Ontario, St-Pierre (known as GSP) is a highly recognizable, even “iconic” figure, according to Dale Hooper, vice-president of marketing, PepsiCo Beverages Canada.
“By signing GSP we are simply celebrating his sheer athleticism and tremendous success in his chosen sport,” said Hooper. “We feel that Canada is very proud of his achievements as well, so we’re celebrating what it means to be “G” in a Gatorade context, including being golden, gutsy and glorious.”
Asked about the fighter’s relevance to consumers uninterested in mixed martial arts, Hooper said Pepsi believes that “people are inspired by true athleticism–regardless of the sport.”
Hooper said details of how the company will leverage the partnership with St-Pierre would be revealed in the weeks ahead.
