Madison Avenue is cashing in on New York Giants quarterback and Super Bowl MVP Eli Manning.
Gatorade is airing a new spot highlighting how Manning held up under pressure during his team’s stunning upset of the New England Patriots.
The TV spot is running on cable networks like ESPN, NBA and Fox Sports Net, and will appear during the upcoming NBA All-Star game.
The ad underscores Manning’s new marketing muscle. He’s been on Gatorade’s endorsement roster since 2005, but this marks the first time he will star in a spot for the sports drink.
Before this season, Manning was pulling in $5 million from Reebok, Citizen watches and Oreo cookies, among others, but he often played the sidekick to his older brother Peyton, the quarterback for the Indianapolis Colts and the top NFL endorser.
Manning’s spot is one of several in Gatorade’s “League of Clutch” campaign, which highlights athletes who “come through in make-or-break situations,” the company said in a statement.
The first ad in the series included Peyton Manning, Yankees shortstop Derek Jeter and tennis champ Maria Sharapova.