PepsiCo and Britvic announce three year Gatorade deal

"Whether it is on the sidelines of the NFL, the dug-out at Chelsea FC or the aid stations of Ironman Triathlon, Gatorade is used by more elite athletes than any other sports drink in the world,” said Arif Haq, Brand Manager for Gatorade UK.

“The Guinness Premiership epitomises the passion and commitment displayed by all Gatorade athletes – we very much look forward to working closely with the players and coaches of the league to understand ways in which we can help optimise their performance.”

Gatorade was developed in 1965 specifically for American football – a sport which mirrors the power, pace and physicality of Rugby.

The University of Florida's American football coach asked the university medical faculty to find a way to stop his team - the Gators - wilting in the Florida heat.

In response, they developed the world's first isotonic drink - a scientifically proven combination of water, carbohydrates and electrolytes to rehydrate, replenish and refuel active bodies and replace the essential mineral salts and fluids being lost through sweat.

Just two years later the team, helped by 'Gator-ade', won their first ever Orange Bowl. The drink's contribution to their success was left in no doubt when Bobby Dodd, coach of the opposing team who were favourites to lift the trophy, catapulted the brand into the American consciousness.

When asked by reporters why his team lost, he responded, "We didn't have Gatorade - that made the difference."

Since then Gatorade has grown into one of the world's biggest sports brands but has never neglected its scientific heritage and the commitment of the internationally renowned Gatorade Sports Science Institute (GSSI) ensures that Gatorade remains the most researched sports drink in the world.

Premier Rugby's Commercial Director, Jon Varney said, “I am very pleased to have concluded our first central sports drink deal for the Guinness Premiership. When we enter into relationships with partners and suppliers, we always look for the best in their field and in Gatorade we have reached agreement with the best and most researched sports drink in the world. We are also proud to be one of the first sports in the UK to conclude a deal with Gatorade which is testament to the growing strength of the Guinness Premiership and the respect it commands."

The new partnership with the Guinness Premiership is set to further drive Gatorade's awareness and credibility among consumers. Gatorade was launched across grocery, impulse and leisure channels in the UK in May 2008 with a new formulation that is free from artificial colours, flavours, sweeteners and preservatives.

Gatorade is available in single and four-pack 500ml PET bottles, with a sports cap and an ergonomically designed bottle to fit comfortably into the hand whilst exercising.

Sports drinks is one of the fastest growing sub-categories in the UK with sales up 16% in 2007 to £154m.