Gatorade signs sponsorship deal with Chelsea FC

LONDON - Gatorade has signed a three-season deal with Chelsea Football Club to become the official sports drink of the Premiership side, starting from this season.

As part of the agreement, Gatorade, owned by PepsiCo, will be supplied to the players during training and will be present on the sideline on match days.

Simon Lowden, chief marketing officer of PepsiCo International, said: "This partnership is mutually beneficial for Gatorade and Chelsea.

"Not only does Chelsea understand the important role that Gatorade plays in keeping athletes performing at their peak, we are able to utilise yet another elite platform to develop our scientific research."

Scientists from the Gatorade Sports Science Institute performed sweat tests with the team during their pre-season tour in the US and the results from these tests will be used to optimise the hydration of the Chelsea players both as a group and individually.

The GSSI will be working with the club to educate elite and amateur athletes, sports health professionals and youth on the importance of proper hydration.

Peter Kenyon, Chelsea chief executive, said: "This partnership means much more than working with a great brand. Gatorade is backed by a 40-year history of scientific research that puts it at the forefront of performance, which is where Chelsea want to be."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published