Gatorade expanded on its recent three-year partnership with football’s most-watched annual sporting event, UEFA Champions League, as part of a PepsiCo multi-brand partnership that includes as flagship global brands Pepsi Max, Lay’s and Gatorade. Formally designated as the tournament’s “Official Sports Drink,” Gatorade will receive access to field boards, product at pre-post game press conferences as well as access and usage of UEFA Champions League video footage, static imagery and the tournament logo on pack and in-store.
“As the global leader in sports fuel, Gatorade is a prestigious brand that is associated with many of the world’s premier athletes, teams and leagues, so this new partnership is a natural fit,” said Guy-Laurent Epstein, UEFA Champions League’s SA Marketing Director. “Gatorade has been researching and developing its products for the past 50 years, and we are looking forward to using the products and services, as well as the scientific knowledge they can offer our medical experts and players.”
Most importantly, this partnership allows Gatorade to highlight its current player and team partnerships with four-time UEFA Champions League winner Lionel Messi, rising star James Rodriguez as well as partner clubs Arsenal FC, FC Barcelona (reigning Champions League winner) and Juventus FC (reigning Champions League runner-up).
By aligning with the sport’s most prolific athletes, Gatorade continues to expand its growing reach in global football. It is currently the official sports fuel partner for more than 50 football clubs across 12 countries worldwide, including the Brazilian men’s national team, prominent clubs Arsenal F.C., Liverpool F.C., FC Barcelona, and Juventus F.C.
“The UEFA Champions League features the most elite players and clubs in global football. Through our new partnership, we hope to help improve the performance of these premier footballers while expanding awareness of our commitment toward fueling football players and aspiring athletes around the world,” said Brett O’Brien, Gatorade’s general manager and senior vice president. “We look forward to bringing our research-backed sports fuel solutions and services, as well as our sports science knowledge to the participating teams and players.”
The UEFA Champions League Final is the world’s most watched annual sporting event. The final on Saturday (June 6, 2015) was aired in more than 200 countries, reaching an estimated 400 million viewers, with an anticipated average live match viewership of 180 million. The season from the Play-Offs to Final runs over 17 match weeks with a total of 145 games. The league provides more than 110,000 hours of TV content over a season and audiences are significant regionally and globally, with 1.1 billion unique viewers of live match coverage worldwide.
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