Gatorade teams up with Rugby for the Guinness Premiership

PepsiCo and Britvic have announced Gatorade’s partnership with the Guinness Premiership.

According to PepsiCo and Britvic this is English Rugby’s first central exclusive sport drink deal, which will see Gatorade used on the sidelines in English Rugby over the next three years.

Gatorade was developed in 1965 specifically for American football. Arif Haq, brand manager of Gatorade UK, said: “The Guinness Premiership epitomises the passion and commitment displayed by all Gatorade athletes – we look forward to working with the players and coaches to understand ways in which we can help optimise their performance.”

Jon Varney, commercial director of Premier Rugby, said: “When we enter into relationships with partners and suppliers, we always look for the best in their field and in Gatorade we have reached agreement with the best and most researched sports drink in the world.”

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