British Cycling today announced that it has signed a four year partnership agreement with sports drink maker Gatorade which is owned by Pepsi Cola.
From tonight at the UCI Track Cycling World Championships in Copenhagen, Gatorade branding will appear on the arms of all GB Cycling and Para-Cycling Team kit across all disciplines. In return Gatorade will provide support from their team at the Gatorade Sports Science Institute (GSSI) to help Team GB's push for further Olympic success in 2012.
The amount of cash involved in the deal has not yet been revealed, we've asked and British Cycling say that further details on Gatorade's commitment to cycling will be announced soon, so we will keep you posted.
In the meantime here is the full text of the British Cycling release.
BRITISH CYCLING AND GATORADE ANNOUNCE PARTNERSHIP
British Cycling is delighted to announce a new four-year partnership with Gatorade, the world’s most researched sports drink.
As an official partner Gatorade will provide hydration and nutritional products to British Cycling, including the GB Cycling and Para-Cycling Team.
The sports drink will provide support from their team at the Gatorade Sports Science Institute (GSSI) to help further Olympic success.
From tonight at the UCI Track Cycling World Championships in Copenhagen, Gatorade branding will appear on the arms of all GB Cycling and Para-Cycling Team kit across all disciplines.
Ian Drake, CEO of British cycling said, "We are delighted that Gatorade will be supporting British Cycling and the GB Cycling and Para-Cycling Team at this exciting time for our sport, just two years away from the 2012 London Olympic and Paralympic Games.
"Gatorade's expertise in sports hydration and nutrition will give our riders a competitive advantage and its products will also benefit cycling at the grass roots through Sky Ride, a mass participation initiative we run in conjunction with British Sky Broadcasting, our principal partner.
"Gatorade's endorsement is also evidence that cycling is going from strength to strength and is an important step in creating a sustainable commercial future for our sport in Britain."
Further details of the partnership and Gatorade’s commitment to cycling will be announced shortly.
Plucked from the obscurity of his London commute back in the mid-Nineties to live in Bath and edit bike mags our man made the jump to the interweb back in 2006 as launch editor of a large cycling website somewhat confusingly named after a piece of navigational equipment. He came up with the idea for road.cc mainly to avoid being told what to do… Oh dear, issues there then. Tony tries to ride his bike every day and if he doesn't he gets grumpy, he likes carbon, but owns steel, and wants titanium. When not on his bike or eating cake Tony spends his time looking for new ways to annoy the road.cc team. He's remarkably good at it.