Manchester City secures Gatorade as official sports nutrition partner

Manchester City has signed up a brand partnership with Gatorade, a deal that was likely sweetened by the club’s position atop the Premier League.

The move grants Gatorade the exposure as a nutritious brand that ‘fuels’ the club. It was announced before the club’s dismantling of Arsenal Sunday 5 November

The partnership also has research implications, seeing Manchester City and Gatorade researchers come together to help power players through training and match routines. Furthermore, as official sports nutrition partner, the brand will receive exposure on LED boards and branding at the Etihad Stadium.

Damian Willoughby, senior vice president of partnerships at City Football Group, said: “Gatorade is a globally recognised brand with a fantastic relationship with competitive athletes in the United States and all around the world. After a successful Manchester City US pre-season tour in Summer 2017, coupled with our growing presence and fanbase in the US and globally, Gatorade are the perfect partner for us.”

Anuj Bhasin, head of global marketing for Gatorade, added: “Gatorade is excited to partner with Manchester City, to help fuel City athletes to perform at their best through the latest sports fuelling innovation.

“We look forward to a strong partnership with Manchester City by providing the team’s sports health and performance professionals with a variety of sports fuelling solutions to help maximize performance through customized sports science services.”

Behind the scenes video content will help solidify the partnership

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

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