To help keep athletes safe and performing at their best during the hot summer months, The Gatorade Company, a division of PepsiCo, has partnered with top professional athletes in a variety of sports for the Gatorade Beat the Heat educational campaign this summer.
In its 11th year, Gatorade Beat the Heat continues to raise awareness among athletes, parents and coaches on how proper hydration can help reduce heat-related illnesses during athletic activity.
While dehydration is a risk across all types of youth sports during the hot summer months, research conducted by the Gatorade Sports Science Institute (GSSI) found that as many as 70% of high school football players showed up for practice inadequately hydrated. Additionally, research shows that dehydration or poor hydration increases the risk for heat illness.
“Athletes don’t always fully comprehend how dehydration can negatively impact performance,” said Dr James Carter, Director of GSSI. “Through the Beat the Heat program, we and our partners are able to educate athletes, parents and coaches about the importance of proper hydration and safety measures while active in the heat.”
Throughout the summer, featured professional athletes will visit youth sports camps and will be shown on Gatorade’s YouTube page sharing their heat recommendations and warning athletes about the perils of dehydration.
“The Beat the Heat program is important because of its goal of providing education and awareness around the prevention, recognition and treatment of heat-related illness during the summer sports season,” said George Chiampas, Korey Stringer Institute Medical and Science Advisory Board.
“While you can’t change the weather, you can change how you approach practices or competitions and games in hot weather. Athletes, referees, parents and coaches may not know that heat-related illnesses can be prevented with appropriate strategies related to hydration, acclimatization, fitness, cooling and practice modifications.”
