Sport Industry Group

Gatorade pushes sports rewards promotion- 23 Jun 2010 00:00:00

Sports drink Gatorade is launching an integrated marketing campaign featuring GB female sprint cyclist Victoria Pendleton to support its current sports rewards promotion.

The campaign, in collaboration with AMV BBDO, targets sports-drinks users via online video, print, outdoor and in-gym media and urges UK consumers to ‘look after their bottle’.  

Featuring Victoria Pendleton, the recently signed sprint cyclist, the campaign carries a cycling prominence and aims to create further awareness and interaction with the 2010 on-pack points promotion; set to run until the end of the year.  

For the promotion, Gatorade has teamed up with a host of sports partners to offer sports kit, music downloads, holidays and other sports rewards.

Pendleton, the eight-time World Champion and Olympic Gold Medallist, recently signed a three year deal, negotiated for PepsiCo by IMG Consulting that will see Gatorade supporting Victoria and the British Cycling Team.

The cyclist stars in this online viral where she is seen having her Gatorade bottle swiped then setting up a hot pursuit of speed vs skill as a trial biker performs a series of daredevil stunts to escape.

Pendleton joins a global roster of Gatorade athletes that includes the likes of Usain Bolt, Kaka and Serena Williams.