Sport Industry Group

Gatorade signs 3 major cycling deals- 6 Jul 2010 00:00:00

Gatorade is looking to dominate British cycling with three new sponsorship deals aligning the drinks brand with professional road cycling team Team Sky, British Cycling and Sky Ride.

The PepsiCo brand has signed deals with each of the three intiatives until December 2013.

Gatorade will 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.    

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.

Gatorade becomes the official sports drink across the three initiatives at a time when the sport has seen a considerable increase in participation levels.

The drinks brand recently unveiled a viral with Victoria Pendleton, click here to watch it on Sport Industry TV.