Gatorade and NFL Establish Partnership in China,

Officially Launching th">

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    New Partner：Gatorade

    2016-05-16

    Gatorade and NFL Establish Partnership in China,

    Officially Launching the “One Pass to Fame” Event in Colleges and Universities to Promote American Football

    (May 14, 2016, Beijing) - Gatorade, a sports drink brand of PepsiCo, announced a partnership with the National Football League (NFL) in China and launched the “2016 Gatorade ‘One Pass to Fame’ - American Football Program”, thus jointly promoting American football in China. At the press conference, the two parties unveiled the limited edition Gatorade bottle packaging with most recent Super Bowl 50 Champion and legendary NFL star, Peyton Manning, the first NFL player to appear on Gatorade bottles in China. The “One Pass to Fame” event program chose Beijing International Studies University as the first stop and is expected to cover key colleges and universities in six cities within China this year. 

     

    Gatorade is the world’s leading sports drink and has been a long-term partner of the NFL in the U.S. Gatorade not only provides a professional way for athletes to refuel with a scientific formula, but is also committed to encouraging more young people to participate in physical exercise and promoting sports spirit, as seen in the successful organization of “Fight at Nights” (soccer) and “Million Buck Shot” (basketball), which were favored by sports fans. This year, the “One Pass to Fame” event program will also uphold the brand philosophy of “Win From Within” and encourage football fans in front of screen to go to the playground to shed sweat and experience the passion of sports.

     

     

    To kickoff off the partnership, Gatorade will bring the sports drink’s “One Pass to Fame” program to six cities on the Chinese Mainland, engaging an estimated 100,000 Chinese fans offline and online to win a chance to compete in London for a trip to Super Bowl LI in Houston.

     

     

    Gatorade’s “One Pass to Fame” competition will be staged in regional bouts, and involves throwing a football into a Gatorade barrel from 15 yards away. Contestants have 5 chances to hit the target within 90 seconds to qualify for the next round, with City Champions being crowned from Beijing, Wuhan, Guangzhou, Shenzhen, Chengdu and Chongqing. The six City Champions will then compete in the National Final, which will take place during half time at one of the International Series Games in London with the National Champion then earning a trip to Super Bowl LI in Houston. 

     

    In 1965, Gatorade was born on the football field – the product name originating from the Florida Gators, the football team of the University of Florida. In 1983, Gatorade became the official drink of the NFL, and the partnership continues today. On January 25, 1987, after the victory over the Denver Broncos at Super Bowl XXI, players from the New York Giants poured a bucket of Gatorade on the team’s head coach, Bill Parcells, to celebrate. The act became a classic celebration of the NFL, dubbed the “Gatorade Dunk” and used in many sports now.

     

    In 2005, the Gatorade brand entered the Chinese market. Gatorade’s unique and scientific formula made the ion concentration in the beverages to a nearly perfect ratio, thus contributing to the quick fluid absorption by the body and quickly providing energy for the body while maintaining a good taste. This unique product feature makes it the preferred sports drink of professional athletes and sports enthusiasts in the world, enabling Gatorade to be in the permanent position as the #1 sports drink in the world. Michael Jordan, Dwayne Wade, Usain Bolt, Lionel Messi, Serena Williams and latest China T&F athlete, Su Bingtian, are all sports stars sponsored by Gatorade. In order to maintain its position as industry leader, Gatorade established Gatorade Sports Science Institute (GSSI) in Barrington, Illinois in 1988 to research and develops a variety of sports nutrition products, utilizing sports science to aid today’s athletes. At present, GSSI has become one of the most famous sports laboratories in the U.S.

     

    In 2007, the NFL officially opened the NFL China office and since 2010, the number of NFL fans in China has increased more than 10 fold, with most fans being youth concentrated in the Tier 1 and coastal cities. In China, the Super Bowl has been dubbed “America’s Spring Festival Gala” and the topic of the most recent Super Bowl (#超级碗50#) was viewed over 380 million times on Sina Weibo. The development of the NFL and American football in China has a bright future. With NFL’s brand profile on the rise in China, local partners are seeking to activate through interactive experiences and campaigns that resonate and reach the growing NFL fan base in China. The growing fan base and rising brand value are also the important reasons contributing to the cooperation between Gatorade and NFL China. 

     

    Participants interested in registering for the “One Pass to Fame” program can enter online by following the official WeChat account of Gatorade and NFL China and clicking the link to sign up

     

     

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