Gatorade Fuels British Cycling

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Gatorade to Fuel British Cycling
5 July 2010
Gatorade has confirmed that it has made a serious commitment to cycling in Britain through three partnerships that will see the PepsiCo brand at the forefront of the nation's cycling until December 2013.
The deal aligns Gatorade with professional road cycling team, Team Sky, British Cycling and the Great Britain Cycling Team. Gatorade will also be fuelling Sky Ride, a mass participation event run by Sky and British Cycling, which aims to get one million more people cycling regularly each month.
Right - Gatorade, on the road to great hydration
The major move into cycling will position the Gatorade brand from the grassroots of the sport through to the professional level at a time when interest in cycling is at a peak. The GB Cycling Team and Dave Brailsford have set the highest benchmark for excellence and Gatorade has been selected as a partner for British Cycling in the quest for even greater performances.
Gatorade becomes the Official Sports Drink across the three initiatives at a time when the country has seen considerable success in the sport and cycling participation is increasing as a leisure and alternative transport activity. The sports drink will provide scientific support from their team at the Gatorade Sports Science Institute (GSSI) to British Cycling, both at the grassroots and through to its podium programme whilst also directly supporting Team Sky. In addition, Gatorade will be hydrating the many hundreds of thousands of riders across the UK in one of the biggest mass participation sport programmes in the UK - Sky Ride 2010.
Ian Drake, CEO of British Cycling, said;
"We are delighted to have Gatorade on board at what is an extremely exciting time for British Cycling. Gatorade's support at all levels of cycling will help drive the success of our sport from the grassroots to the elite level, inspiring many thousands more to get actively involved in cycling. Gatorade's endorsement of cycling is also an important step in building a sustainable commercial future for our sport in Britain."
Dave Brailsford CBE, Team Principal for Team Sky and British Cycling's Performance Director, said;
"I very much look forward to working with the team at Gatorade. We strive to work with only best in class partners as we know it's the marginal gains that they provide versus others that win medals. Gatorade is the most researched sports drink in the world, so it's only natural we would pick them to be our partners as we work towards 2012".
Robert Tansey, Group Brand Marketing Director, Sky, said;
"At Sky, sport has always been at the heart of what we do and we're committed to getting more people participating in cycling at every level. We're pleased to welcome Gatorade on board as a partner across our activities from Sky Ride events to Team Sky."
Amanda Thomson, Marketing Director of PepsiCo UK said;
"Gatorade rehydrates, replenishes and refuels the body when it needs it most; this is the same for world class athletes, keen amateurs or those simply enjoying occasional sport. This is why we are delighted to be working with cycling at so many levels in the UK when it's at such an exciting time for the sport in this country."