By Barry Janoff
September 26, 2013: Gatorade, already a staple along the sidelines during NFL games, is making inroads into football in the U.K.
The Liverpool Football Club, a member of the Barclays English Premier League, has signed a three-year deal making PepsiCo's Gatorade its official sports nutrition partner.
Financial terms were not disclosed.
The deal will be supported by marketing, fan activations and sideline presence during home games.
Gatorade said it has alliances with more than 80 football clubs worldwide. Tim Cahill, midfielder for the MLS New York Red Bulls, who played eight seasons with Everton FC of the English Premier League, is a product endorser.
In addition to supplying product, Gatorade said that the club's backroom staff would have access to the Gatorade Sports Science Institute’s laboratory and testing facilities, "which will provide support in maintaining the fitness and conditioning of the Reds."
Other Liverpool FC marketing partners include jersey-front sponsor Standard Chartered, Chevrolet, Carlsberg, EA Sports and Maxxis.
To help launch the partnership, Gatorade has posted a behind-the-scene's video tracking a Liverpool FC training session.
According to Andrea Fairchild, vp-global & sports marketing for Gatorade, “Liverpool FC is one of the world’s most renowned football clubs. This new partnership allows us to not only fuel the players, but we will also assist the fitness and conditioning backroom staff by providing additional sport science support for the team."
“Gatorade is a leading sports nutrition brand worldwide and we are thrilled to be partnering with them as they continue establishing a dominant position in world football," Billy Hogan, chief commercial officer for Liverpool FC, said in a statement.
"Gatorade’s products have powered the world’s greatest athletes in all areas of sport for over 40 years and we look forward to working with them through the 2013-14 Barclays Premier League season and beyond.”
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