Gatorade is now riding high in the world of road and track cycling, following a range of initiatives, dating back to 2008, which have connected the brand with UK triathlon.
Victoria Pendleton, the World Champion and Olympic Gold Medal cyclist has been signed up as the UK face of Gatorade, up to and beyond the 2012 London Olympics. This new relationship is the focus of the latest marketing campaign for the brand.
Meanwhile, the Daily Telegraph newspaper, through its Telegraph Sport section, has teamed up with the National Cyclosportive to offer readers the chance to win a signed Victoria Pendleton cycling jersey ahead of this weekend’s National Road Race Championships and National Cyclosportive.
Gatorade is sponsoring both the National Road Race Championships and the National Cyclosportive. The National Cyclosportive will be one of the highlights of the UK sportive calendar, and will take place the day before the National Road Race Championships along much of the same route in Pendle, Lancashire.
Amanda Thomson, Marketing Director at Gatorade’s brand owner PepsiCo UK said, “We are delighted to welcome Victoria on board. She is the best in her field and we feel that her passion and enthusiasm for success is mirrored by Gatorade’s ambitions in the UK – we are very much looking forward to working with her over the next few years.”
Pendleton added, “It’s fantastic to be working with Gatorade, a sports drink that is genuinely supporting cycling in this country at all levels. Being the world’s most researched isotonic sports drink, my decision to work with Gatorade was an extremely easy one.
“I use Gatorade products both in training and during competition so it’s ideal for me to be personally associated with a company that is both positive for me and my sport.”?
www.gatorade.co.uk
www.pendlecyclefest.com
www.pennineevents.co.uk
