By Barry Janoff
November 23, 2015: Is Rob Gronkowski the NFL's MVP, as in "most valuable promoter?"
Monster Energy thinks so.
Calling him "one of the most prolific players in the NFL," Monster Energy has signed Gronkowski to a marketing deal to endorse the energy drink in marketing and other activations.
The tight end for the New England Patriots, joins UFC star Ronda Rousey as the brand's two newest spokespersons.
Financial terms of the multi-year pact were not released.
Gronkowski has a "knack for breaking records and partying his way through the season," Monster Energy said in a statement. "He is one of those unique athletes whose popularity transcends team loyalties and is a favorite with fans throughout the league."
For those reasons and others, he may also be one of the most marketable players in the NFL.
Gronkowski's endorsement roster also includes Nike, Dunkin' Donuts, JetBlue, EA Sports/Madden NFL 16 and Capital One.
He also has other endeavors, including the recently launched Gronk Fitness Products, part of the family-owned G&G Fitness.
He earns about $4-$5 million annual from endorsements, according to industry analysts. By comparison, Denver Broncos quarterback Peyton Manning tops all NFL players with annual endorsements at about $12-$13 million.
However, Gronkowski, who previously had a sports drink deal with BodyArmor, is on a deal-signing roll this season.
"His NFL records are proof that Gronk knows how to 'Unleash the Beast' with the best of them and will be a perfect fit with Monster’s other top athletes," said Monster Energy.
According to Gronkowski, "Monster Energy is the ultimate deal for me. I really enjoy drinking my monster and make it part of my day. Monster also stands for partying and beautiful girls so it is a natural fit for me to work with them.
"I really look forward to working with other great Monster athletes from different sports," he said."
“Rob is a unique and aspirational athlete of this generation and this sponsorship continues our tradition of identifying and working with the greatest athletes with the right personalities to represent our brand," Mitch Covington, vp-sports marketing for Monster Energy Co., said in a statement. “While football is a mainstream sport, which doesn't usually fit within our traditional marketing strategy, Gronk is an exceptional athlete who does. This sponsorship does not signal any change in our action and motorsports strategies.
In addition to Rousey, Monster has deals with such athletes as Formula One driver Lewis Hamilton, UFC's Conor McGregor, world motorcycle champ Valentino Rossi, rally driver Ken Block and Nascar drivers (and brothers) Kurt Busch and 2015 Sprint Cup Series champion Kyle Busch.
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