Session 12: Gatorade: Building a Globally Relevant Sport Brand
Tuesday, October 3, 2017, 9:30am – 10:00am
Held in: Quadrus Conference Center

Anuj Bhasin
Head of Global Marketing
Pepsico – Gatorade

While sport is one of the ties that binds us globally, each country naturally has their own differences and cultural nuances. So, how does a U.S. brand so deeply ingrained in its own country’s athletic history become a major player around the world? Move beyond traditional American sports, tapping team, league and player partnerships that have global appeal. Gatorade Global Head of Marketing, Anuj Bhasin, can talk to how the brand has done this with FC Barcelona, Lionel Messi, and the New Zealand All Blacks, and how Gatorade sees this as a way forward in competing globally.

Take Aways:  
o How to use international sport dynamics to fuel ideas for growth.
o How to identify the most relevant global sports partnerships for a US brand.
o Keeping a global message cohesive, yet authentic by market and culture.
o Key learnings or potential pitfalls when negotiating global partnerships.

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