By Ben Nicholson
August 28 – Gatorade, a PepsiCo brand, has taken the Official Sports Drink sponsorship category for the UEFA Champions League, as part of the three-year deal signed by parent company PepsiCo last month.
No figure was announced for the deal but it is part of a multi-brand partnership between the Champions League and PepsiCo which is said to include Pepsi Max and Lay’s.
For Gatorade the sponsorship includes access to pitchside boards, products at pre and post-game press conferences and access and usage of UEFA Champions league video footage, static imagery and the tournament logo on pack and in-store.
Gatorade already fuels over 50 football clubs across 12 nations, and has on-going deals with the likes of Lionel Messi, James Rodriguez, Arsenal, Barcelona and Juventus.
Guy-Laurent Epstein, the UEFA Champions League’s SA Marketing Director, stated, “Gatorade has been researching and developing its products for the past 50 years, and we are looking forward to using the products and services, as well as the scientific knowledge they can offer our medical experts and players.”
Gatorade’s General Manager and Senior Vice president stated, “[t]hrough our new partnership, we hope to help improve the performance of these premier footballers while expanding awareness of our commitment toward fueling football players and aspiring athletes around the world. We look forward to bringing our research-backed sports fuel solutions and services, as well as our sports science knowledge to the participating teams and players.”
PepsiCo says its products are enjoyed by consumers one billion times a day in more than 200 countries around the world. PepsiCo generated more than $66 billion in net revenue in 2014. The company goes head-to-head with Coca-Cola for most major sponsors rights. Coca-coal is a long-term FIFA and Olympic sponsor.
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