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Pouring it on: Gatorade through the years

1965

Dr. Robert Cade
Photo by: Gatorade

Dr. Robert Cade and his team invent Gatorade at the University of Florida.

1967
Stokely-Van Camp acquires the rights to produce and sell Gatorade in the U.S.
The Florida football team begins to officially drink Gatorade and goes on to defeat Georgia Tech for its first Orange Bowl title.

1968
Gatorade signs a partnership with the NFL.

1970
The drink appears on the Kansas City Chiefs sideline during their Super Bowl IV victory, the brand’s first sideline appearance during a Super Bowl.

1973
The familiar Gatorade bolt logo is introduced.

Johnny Rutherford and his Gatorade-sponsored Indy 500 entry.
Photo by: Getty Images
1975
Gatorade sponsors the 1975 Indianapolis 500 entry of Johnny Rutherford, who goes on to finish second in the race.

1976
Gatorade transfers its automotive sponsorship to NASCAR’s DiGard Chevrolet driven by Darrell Waltrip, and it remains a NASCAR team sponsor through the 1983 season.

1982
The brand expands into international markets and now is sold in more than 85 countries worldwide.

1983

Quaker Oats acquires Stokely-Van Camp, the owner of Gatorade, for approximately $226 million.
Gatorade becomes the official isotonic sports drink for the NFL and is now the league’s longest-tenured partner.

1984
Little League and Gatorade agree to a multiyear sponsorship.
Gatorade becomes the official sports drink of the NBA and title sponsor of the league’s slam-dunk contest.
After ending its team sponsorship the previous year, Gatorade becomes the official sports beverage of NASCAR.

1985
The Gatorade Exercise Physiology Lab (now the Gatorade Sports Science Institute) is founded.
The first recorded “Gatorade Dunk” takes place after the New York Giants beat the Washington Redskins. The ritual would become popular after Giants head coach Bill Parcells is doused after winning Super Bowl XXI.

1990
Gatorade becomes an official league sponsor of MLB.

1991
Gatorade offers Michael Jordan a 10-year deal worth more than $1 million annually to be Gatorade’s first athlete spokesman. The iconic “Be Like Mike” ad campaign begins airing.
Gatorade adds sponsorship of the New York City Marathon to its portfolio and later adds the Boston and Chicago marathons, among others.
The brand becomes the first MLB Home Run Derby sponsor and goes on to sponsor the event through 1995.

1996
Gatorade launches its first consumer promotion, the “Sweat it Out” under-the-cap promotion tied to the NBA playoffs and starring Michael Jordan.

1999

Gatorade signs a multiyear deal as the official sports drink of the WNBA.
U.S. women’s national soccer player Mia Hamm becomes Gatorade’s first female athlete endorser. Derek Jeter becomes the brand’s first MLB spokesman.
U.S. Soccer signs Gatorade to a four-year sponsorship contract.

2000
Gatorade signs a multiyear deal with the NBA to make its Gatorade Energy Bar the official energy bar of the NBA.

2001

These products were on display at the Quaker Oats headquarters in 2001 when PepsiCo bought the company.
Photo by: Getty Images

PepsiCo buys Quaker Oats, including its Gatorade brand, for more than $13 billion.

2002
Gatorade agrees to a BCS sponsorship deal that puts the brand on cups, coolers and towels on the sidelines of BCS games.
Gatorade ends an 18-year relationship with NASCAR but extends its decade-long relationship with International Speedway Corp. tracks and brands victory lanes at ISC facilities as Gatorade Victory Lane.
PepsiCo brands, including Gatorade, replace Coca-Cola as pouring rights partner for the U.S. Open tennis tournament.

2003
Gatorade and parent company PepsiCo agree to terms to become MLS sponsors. The deal would last through the 2014 season.
Gatorade signs Chinese-born NBA player Yao Ming to a multiyear endorsement deal.

2004
Gatorade agrees to an eight-year, $384 million sponsorship renewal with the NFL, which at the time ranks as the second-largest sponsorship deal in U.S. sports.

2006
Gatorade places Dwyane Wade’s image on 20 million bottles in China to promote the U.S. national team’s basketball game against the Chinese national team.
PepsiCo agrees to a multiyear deal with the NHL and NHLPA, which includes its Gatorade brand.

2007
Gatorade expands its NBA marketing partnership to include China for the first time. The deal also adds initiatives in Hong Kong, Korea, Taiwan and Australia.
Gatorade and Tiger Woods announce a marketing partnership that would launch Woods’ own brand in March 2008. PepsiCo would discontinue the partnership in 2010.
Sidney Crosby becomes the first hockey player to endorse Gatorade in the U.S. Crosby previously signed a deal with Gatorade for sponsorship in Canada.

2009
Gatorade makes a splash into action sports by becoming the first title sponsor of Alli Sports’ amateur series, the Gatorade Free Flow Tour, and signing sponsorships with skateboarder Chaz Ortiz, snowboarder Ellery Hollingsworth and BMX rider Nigel Sylvester.

2010
As part of Gatorade’s biggest Super Bowl marketing effort to date, the brand sponsors Media Day during Super Bowl week.
Olympic gold medalist Usain Bolt launches his own sports drink: Gatorade Bolt Lemon Ice.

2011
PepsiCo and the NFL announce a 10-year sponsorship renewal that sources said could be worth as much as $2 billion.

2012
Gatorade drops its title sponsorship of Daytona International Speedway’s annual Daytona 500 qualifying races, a deal that began in 1991.

Gatorade won praise for a 90-second spot celebrating the career of Derek Jeter.
Photo by: Enter Name Here

2014
Gatorade breaks a new 90-second spot starring the retiring Derek Jeter. Customized cups, coolers and towels featuring Jeter’s No. 2 are placed in the Yankees dugout for the Sept. 22 home game.
Gatorade signs on as a sponsor of the inaugural College Football Playoff.

2015
Gatorade gives its “Be Like Mike” ad a makeover and launches three new commercials featuring Michael Jordan.
Gatorade renews its deal with Barcelona’s Lionel Messi and signs Real Madrid’s James Rodriguez. The brand has more than 55 international football teams, including the Brazilian men’s national team, Arsenal, Liverpool, Barcelona and Juventus in its portfolio.

Source: SportsBusiness Journal research

Source: Gatorade

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