Gatorade Agrees Rugby Sponsorship
Sports drink Gatorade has signed a lucrative sponsorship deal with top-tier rugby union league the Guinness Premiership.
The three-year deal represents the first time that a single brand has become the official sports drink for all of the 12 clubs in the league.
The Gatorade contract is the second major sponsorship deal signed by Premier Rugby, the league’s governing body, in recent weeks following an association with Hilton Hotels.
Gatorade is looking to make a major move on the European market with the deal for the Guinness Premiership likely to be the first in a number of sports tie-ups.
The brand has already made initial moves by agreeing terms as an official partner of a number of consumer sports events including the London Triathlon and the Sony Ericsson Run to the Beat half-marathon.
