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Andy Horrow Brian McCarthy
Gatorade Renews Sponsorship with NFL
Eight-Year Deal Expands
Partnership Between Chicago and New York, February 23, 2004 – Gatorade and the National Football League today announced they have reached an agreement in principle to renew their long-standing partnership through the 2011 season. This eight-year agreement extends Gatorade’s sponsorship, which officially began in 1983, and builds upon the association between America’s number one sports league and America’s leading sports beverage. Gatorade, the official sports beverage of the NFL and its 32 teams, will continue to receive exclusive presence at all NFL training camps, practices and sidelines during games. Gatorade’s agreement also includes increased marketing activities focused on key NFL calendar initiatives such as Training Camp, Kickoff and other programs, including youth marketing. Gatorade also will continue advertising on NFL game telecasts. As part of the sponsorship, Gatorade will continue to have exclusive rights to all league assets, including use of the NFL shield logo, Super Bowl, Pro Bowl and collective and individual use of the 32 NFL team marks. "This is a great win for both Gatorade and the NFL," said Tom Fox, senior vice president of sports marketing for Gatorade. "The NFL knows the benefits we bring both as a partner and as a functional piece of equipment for its players and we strongly value the sideline exposure and the consumer excitement that the NFL delivers throughout the season." “We are pleased to extend our partnership with Gatorade, one of our most valued partners and the leading sports beverage company in the world,” said John Collins, the NFL’s senior vice president, sales and marketing. “In addition to Gatorade being everywhere NFL players train, practice and play, we look forward to expanding upon our marketing activities. The ‘Gatorade dunk’ on NFL sidelines is synonymous with winning football games and will continue for years to come.” About Gatorade Gatorade ®Thirst Quencher, the nation’s leading sports drink, is backed by 35 years of research. Gatorade is scientifically formulated and athletically proven to quench thirst, replace fluids and electrolytes and provide carbohydrate energy to enhance athletic performance. Gatorade was born on the football fields at the University of Florida and has been on NFL sidelines since the late 1960's. Gatorade is the official sports drink of the NFL, NBA, WNBA, Major League Baseball, Major League Soccer, US Soccer, AVP and numerous professional, collegiate and amateur teams and events throughout the world. Gatorade is manufactured by PepsiCo Beverages and Foods, a division of PepsiCo. For more information, visit www.gatorade.com.
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