Gatorade hydrates the AFL

Gatorade hydrates the AFL
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The thirst of AFL stars is set to be quenched when the season kicks off with sports drink Gatorade signing on as the official drink sponsor.

The deal will see Gatorade support the AFL for three years, effective January 1st 2014.

Full release below:

"AFL players are set to be fuelled by the world’s leading sports drink brand following today’s announcement that Gatorade has been named the official sports drink of the AFL.

The AFL and Gatorade have partnered for the next three seasons with AFL clubs set to benefit both on and off the field as part of the new agreement.

The partnership will see Gatorade work with AFL players to further develop its focus on performance and innovation, while the agreement will also play a key commercial role in the AFL’s broader equalisation strategy.

By providing financial support and new commercial opportunities in the non-alcoholic beverage category, the AFL’s partnership with Gatorade is part of the competitive balance revenue pool aimed at achieving a level playing field for all clubs across the national competition.

In addition to Gatorade being used by each of the 18 AFL Clubs, Gatorade ambassadors will include reigning Brownlow medallist and Gold Coast SUNS captain Gary Ablett, Collingwood’s Scott Pendlebury and the number one pick from this year’s NAB AFL Draft, Tom Boyd of the Greater Western Sydney GIANTS.

AFL Chief Executive Officer, Andrew Demetriou, said the new agreement would advantage the entire AFL community.

“This partnership is important as it will benefit the game at all levels, including our players, our clubs and our fans.

“We are committed to achieving competitive balance throughout the AFL competition via a range of equalisation measures and this agreement is part of a new model that will see all clubs benefit from the revenue generated by this and other commercial categories.

“Gatorade is an instantly recognisable brand and it is the perfect fit for a dynamic, endurance-based sport like the AFL. Both organisations have a shared emphasise on elite performance and innovation which is why this partnership has been so well received by our players and our clubs.”

PepsiCo Beverages Australia & New Zealand Marketing Director, Kim McConnie said: “Gatorade’s goal is to support the AFL players and clubs by providing the most scientifically researched and game-tested way to replace electrolytes lost in sweat. 

“We look forward to partnering with the clubs and the sport over the coming years and using our unique approach to sports science and nutrition to advance the game.”

Through 48 years of research and development Gatorade has established itself as the leading sports drink brand globally and is the sports drink supplier to a host of leading sports in Australia and around the world.

The deal commences on 1st Jan 2014."

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