Gatorade And The NBA D-League Team Up
Tuesday the NBA announced that their Development League (a.k.a NBA D-League) allied with Gatorade for a multiyear deal. The partnership will rename the “D-League” to the “G-League”. The Gatorade deal notes the first entitlement partner of a U.S. professional sports league.
Since the late 1980’s, these two establishments have been associated with each other. Mark Tatum, NBA deputy commissioner and chief operation officer, says that this cutting-edge deal amplifies the two’s cohesiveness. In USA Today he explained his thoughts.
“What we started talking about was a true partnership and how we could leverage Gatorade’s sports science expertise to be able to enhance the performance-the on-court performance- of our athletes in the Development League,” Tatum said. “That’s how we started having these conversations, and then it emerged into entitlement discussions because it was so linked in terms of the efficacy that they could provide to our players, the ability to enhance their performance, and recovery. It made so much sense to us to … align even more closely the two different brands together.”
All D-League logos will be changed from balls to center court. The deal has made all of the the Gatorade scientists ecstatic.
Gatorade’s scientists will assist the G-League with nutrition and training. They aim to intensify athletic performance at their research facility in Bradenton,FL.
Gatorade’s senior vice president and general manager, Brett O’Brian, expresses his optimism.
“We love the idea that it meant something more than just putting your name on a league. We were rally passionate about, ‘Hey this is about GSSI (the Gatorade Sports Science Institute).’” O’Brian goes on “‘This is about sport fuel, and about training with athletes, learning from those these athletes, taking those (lessons) and then using those (lessons) to then create product to help athletes everywhere and gain from that learning.’ We’re thrilled to be a part of it.”
The D-League has turned out notable players like NBA champion Shaun Livingston and 2007 slam dunk champion Gerald Green. They both have shown how important the league is to the NBA.
NBA teams own a D-League team and are able to have two players on both rosters. The arrangement was agreed to in the new collective bargaining agreement.
The new deal shows how the NBA is allowing more and more players feel their dreams are possible. Even if it is in the G-League.