CONSUMER NEWS

Gatorade Bets on Michael Jordan: Gatorade has recruited basketball star Michael Jordan for its advertising, and industry analysts say the move represents a cagey bet by the category leader to keep the sports-drink market on a torrid growth pace. The sports-drink market has tripled sales in five years to an estimated $635 million and is expected to surpass $1 billion in the next five. Jordan’s first Gatorade ad was in this week’s issue of Sports Illustrated. Published reports have said Gatorade has agreed to pay Jordan $18 million over 10 years. Industry experts say that if sports drinks are to continue double-digit sales growth each year, marketers must seek a broader audience for the drinks, which got their start by appealing to athletes. They say the selection of a popular figure such as Jordan to represent a brand that accounts for an estimated 90% of the sales in the beverage category is a good way to do that.