---
title: "Fox Business: At Super Bowl, the Gatorade Bath is Marketing Gold"
url: https://burnaze.com/article/dd54db61-7a9c-44eb-abb4-94c51970fdf2
source: "1851 Franchise"
original_url: https://1851franchise.com/fox-business-at-super-bowl-the-gatorade-bath-is-marketing-gold-9986
category: "General"
topics: ["Marketing"]
published: 2017-02-06T15:10:37.000Z
modified: 2026-11-01T04:12:12.197Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/0e3bfd64000b7c9ceea119059f6ccac27565.jpg
---

# Fox Business: At Super Bowl, the Gatorade Bath is Marketing Gold

**TL;DR:** The Gatorade bath at the Super Bowl has been a massive marketing coup, with an estimated $17 million in advertising value since 1987. The tradition started at Super Bowl XXI when Carson poured Gatorade on Parcells after the Giants defeated the Denver Broncos.

*originally published in 1851 Franchise on 2017-02-06. [Read the original](https://1851franchise.com/fox-business-at-super-bowl-the-gatorade-bath-is-marketing-gold-9986).*

## Story

The “Gatorade dunk” is one of the most awaited moments during the Super Bowl every year. According to a recent Fox Business article, the sports-drink baths at the end of the game have been a massive marketing coup.

Twenty of 30 Super Bowls since 1987 have included a Gatorade dunk from the winning team, which has amounted to more than $17 million in advertising value across radio, television and all mediums according to analytics firm, Apex Marketing.

“The brand is proud that the Gatorade dunk is a beloved football ritual, as much a part of the game’s iconography as players’ end-zone spikes and celebrations,” said Brett O’Brien, senior vice president and general manager of the Gatorade brand.

Super Bowl XXI was the first-ever championship Gatorade dunk, when Carson poured the sports drink on Parcells once the Giants defeated the Denver Broncos. And the rest was history.

## Entities

- 1851 Franchise (publication)
- General (sector)
- marketing strategy (topic)
- Fox Business (company)
- superbowl (topic)
- gatorade bath (topic)
- advertising value (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/fox-business-at-super-bowl-the-gatorade-bath-is-marketing-gold-9986). Summarized by Burnaze (https://burnaze.com/article/dd54db61-7a9c-44eb-abb4-94c51970fdf2).