PepsiCo brand Gatorade nets Liverpool Football Club deal
Andrea Fairchild, Gatorade VP, global and sports marketing, describes Liverpool FC (LFC) – whose star players include Stephen Gerrard and Luis Suarez – as one of the world’s “most renowned football (soccer) clubs”.
“This new partnership allows us to not only fuel the players, but we will also assist the fitness and conditioning backroom staff by providing additional sport science support for the team,” he said.
The three-year deal means that US-based brand Gatorade is now LFC's 'official sports nutrition partner'.
Founded in 1892 but now owned by Boston-based Fenway Sports Group, Liverpool has won the English League title 18 times and the European Cup 5 times.
Billy Hogan, LFC chief commercial officer, says: “Gatorade is a leading sports nutrition brand worldwide, and we are thrilled to be partnering with them as they continue establishing a dominant position in world football."
Explaining the benefits of PepsiCo power brand Gatorade (in the video below), Ryland Morgans, head of fitness and conditioning at LFC, says: “There’s a whole host of benefits really, but mainly for the drinks we use during training and in matches."
'Major energy source for players'
Morgans adds: “It will help us provide players with a form of hydration – via water as a fluid – then within those drinks there’s a range of different types of carbohydrates such as glucose, a form of sugar, which is a major energy source for the players when they’re training and playing.
“The drink will also have an electrolyte element, such as sodium, potassium and magnesium, and that will help players prevent cramps and minimize the risk of fatigue," Morgans says.
Gatorade Thirst Quencher was first developed in 1965 by University of Florida researchers to replenish fluid, carbohydrates that athletes lost in sweat during athletic competitions.
The Gatorade brand now partners 83 football clubs worldwide, and such sports nutrition partnerships with leading clubs seems increasingly common.
Only last month, LFC's city rival Everton FC announced that it was working with local firm The Protein Works (TPW) to develop mostly whey-based sports recovery products.
