The Univ. of Wisconsin athletic department will have a "new provider of sports drinks for the second time in as many years," according to Todd Milewski of the WISCONSIN STATE JOURNAL. Minneapolis-based Aspire Beverage has "closed just over a year after the company started a partnership" with the school. UW Senior AD/External Relations Justin Doherty confirmed the end of the deal with Aspire, but said that teams had "enough product still on hand to use until a new company is signed." Doherty added that the department was in the "process of securing a new sports drink partner but wouldn’t comment on contract discussions." Milewski noted UW in May issued an "invitation to submit plans for carbonated soft drinks, water and isotonic sports drinks." The sports drink contract was "due to start July 1 and run for six years, while a five-year soda and water deal starts July 1, 2018, when the athletic department’s existing deal with Dr Pepper Snapple Group ends." Records show awards "were granted in June to The Gatorade Company and WP Beverages, a Madison-based Pepsi-Cola franchisee." Aspire, which started production in '12 and listed former UW hockey player Ryan Suter among its investors, was "labeled as a healthier sports drink alternative" in a market where Gatorade is the "dominant player" (WISCONSIN STATE JOURNAL, 7/25).
