Duke freshman Cooper Flagg signs a historic NIL deal with Gatorade, marking his rise in the sports marketing world and the evolving athlete endorsements landscape.

Denver Health is getting creative to conserve IV fluid supplies amidst a nationwide shortage following Hurricane Helene.

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Winter or cold-weather dehydration may seem less likely than summertime dehydration, but it is a risk. “There’s a false perception that hydration needs drop so dramatically in winter that ...

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Lionel Messi's drink company Mas+ has reportedly sued YouTubers Olajide Olatunji (KSI) and Logan Paul's drink company Prime Hydration. Prime was released in January 2022, racking up sales as the ...

Gatorade officially signed Watkins as one of its athletes, which makes her just the third college basketball player to join the roster with a Name, Image and Likeness deal. She is in excellent ...

Mas+ by Messi drink distributor, Mark Anthony International, is hitting out at Prime Hydration for being “anti-competitive” in a new lawsuit against the sports drink company. Back in June ...

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