Business Services Industry
Chicago Tribune Marketing Column.
Knight Ridder/Tribune Business News, August, 2003
By Jim Kirk, Chicago Tribune Knight Ridder/Tribune Business News
Aug. 12--Gatorade doesn't have that deep down body thirst for LeBron James' endorsement services after all.
Or at least it doesn't want to pay through the nose for them.
PepsiCo-owned Gatorade withdrew from the heated derby with rival Coca-Cola Corp. for the services of the high school phenom who has suddenly, without playing an NBA game, become the league's star endorser.
Coca-Cola wouldn't comment Monday on whether it was close to a deal with James. If he does sign with Coca-Cola, it is expected that the company may use him for one of their soft drinks and probably not the Powerade sports drink.
Currently Coca-Cola has a deal through 2005 with Los...
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