Rob Gronkowski is getting even hotter as a personality. Literally.
The New England Patriots tight end has agreed to put his name and image on a hot sauce that will be called Gronk's Hot Sauce.
The sauce is marketed by PLB Sports, a company that produces licensed food products with sports personalities.
PLB Sports account manager Doug Ritchart said the company was looking to do more with Gronkowski and, with the help of his father and brothers, arrived on the hot sauce.
"He's just got that personality that just makes you stop," Ritchart said.
Over the past three years, PLB Sports has sold more than 130,000 boxes of Gronk Flakes. PLB Sports has marketed almost 100 different athlete cereals, and those sales put Gronkowski in the top five, Ritchart said.
The hot sauce will retail for about $3 to $4 and will be sold online and in Stop & Shop and Big Y supermarkets in New England.
A portion of the proceeds will go to Gronkowski's charity, the Gronk Nation Youth Foundation.
Gronkowski is one of the most marketable players in the NFL. He has deals with sports drink BodyArmor, nutrition brand Six Star Pro, Dunkin Donuts and Nike.
In his book, "It's Good To Be Gronk," Gronkowski said he lives off his endorsement money and hasn't spent a dime of the money he makes for his play on the field.