Gatorade signs three major cycling deals

July 6, 2010

Sports drink Gatorade has signed three new sponsorship deals with Team Sky, pills British Cycling and Sky Ride, signalling its intent to dominate British cycling.

The PepsiCo brand has signed deals with each of the three initiatives until December 2013.

Gatorade will be supplying drinks to Sky Ride, a mass participation cycling event run by Sky and British Cyling which aims to get over one million people cycling on a regular basis every month.

The three deals signed has positioned Gatorade as a major sponsor from the grassroots level of the sport through to the professional level with Team Sky.