Did you think it was a lock that Tim Tebow would sign a sports-drink endorsement deal with Gatorade? Think again.
Tebow signed a deal with FRS -- a drink he had used personally before and at the NFL Scouting Combine.
Here is what makes the deal innovative: Tebow reportedly got equity in the company as part of the relationship. This is huge.
When Vitamin Water was first starting out, they gave a slice of equity to 50 Cent to be an endorser. When the company exploded, 50 Cent made millions more than he would have as a regular endorser.
Tim Tebow's marketing portfolio is well-diversified: Natural fits like EA, market leaders like Nike, interesting "mainstream" partners like Jockey and, now, a calculated reach with a market insurgent, like FRS.
Team Tebow came up with a really impressive effort on this one.