Talk of juiced-up athletes permeates the media every day, but in this instance the "juice" is just that — juice — and sports stars drinking it has been a great promotional tool.

Sambazon Inc., San Clemente, Calif., targets marathons, triathlons and surfing and skating events to promote its line of perishable juices.

"We work with professional athletes nationwide who use acai in their diet and help spread the word to their family, friends and fans," said Jeremy Black, vice president of marketing.

He said the company has enjoyed success from highly-esteemed athletes who blog about its juice.

Sambazon was invited to cater the athlete lounge at the X Games early in its existence, and Black said the athletes enjoyed the product so much the company has been invited back to each X Games since.

Just recently, Black said the company received endorsements from the Boston Bruins professional hockey team.

"They contacted us and said they loved our stuff, so we started hooking them up with product," he said.

Black invited some of the players to come to Sambazon's booth at a trade show in Boston earlier this year so they could sign autographs.

He said it was great marketing because the company had just gotten its juice in several grocery chains in the Northeast, including Stop 'n Shop and Hannaford.

Natalie's Orchid Island Juice Co., Fort Pierce, Fla., also is turning to athletes for product endorsements. Marygrace Sexton, chief executive officer, said the company has sponsored several 5K runs, including one now named after the company.

She also said Natalie's Orchid Island Juice was recently served at an women's professional golf event in New Jersey.