MANCHESTER CITY RETAINS GATORADE DEAL

02 Aug 2022

By: Sport Industry Group

Manchester City has announced the renewal of its partnership with American sports drink brand Gatorade, which will continue as the club’s official sports nutrition partner of both the men’s and women’s teams for the next three years.

The partnership between Man City and Gatorade, a subsidiary of global food and beverage corporation PepsiCo, began in 2017 and was expanded to include the women’s team in 2019. Since then, Gatorade has provided the club with access to its portfolio of sports drinks products, equipment and scientific research through the Gatorade Sports Science Institute (GSSI).

In addition to matchday presence within the City’s 55,000-capacity Etihad Stadium and Etihad Campus-based Academy Stadium for all men’s and women’s first team matches, Manchester City and Gatorade have worked together to create a range of informative video content for fans across the world.

The renewed sponsorship will see the brand continue to integrate with the club through its GSSI innovation projects in the field of sports hydration and sweat, as well as provide opportunities to support Gatorade’s grassroots 5v5 Tournament, a global initiative to help promote equal opportunity in football.

Sam Erith, Head of Sports Science (First Team) at Manchester City, said, “We’re delighted to continue our partnership with Gatorade which has continued to strengthen and expand over the last five years. The club has collaborated with Gatorade across a number of key areas for both our men’s and women’s teams to help fuel our athletes in training and on matchdays.

“The knowledge Gatorade has around athlete performance is unparalleled and has been beneficial to the club as we continue to strive for success on the pitch and we look forward to continuing to collaborate in the future.”

Mark Kirkham, SVP and Chief Marketing Officer at PepsiCo, said, “Over the past five years we’ve built a strong relationship with Man City, working closely with the club to help power players through nutrition, training and match days. From providing access to our world-leading GSSI experts and decades of sports science research, to bespoke athlete testing and fuelling programmes, Gatorade has been helping support the club and its athletes combat the physical demands of the sport in order to achieve greatness. We look forward to our on-going work with Man City.”

The announcement follows a number of sponsorship agreements confirmed by Manchester City in recent weeks. This has included OKX as the team’s official training kit partner, a new regional partnership with Asian betting platform 8Xbet, and the extension of its deal with Acronis as its cyber protection partner.

Manchester City kicks off its Premier League season on Sunday 7th August at the Etihad Stadium, where Pep Guardiola’s league champions will face West Ham.