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Lead Stories: Thursday, August 28, 2008

Gatorade and Tiger Woods Join Forces to Develop a Signature Line of Sports Performance Beverages

Posted October 17th, 2007 at 9:00 AM by Martin Kennedy

Section: News & Results, Nutrition, Hydration, Supplements

The Gatorade Company, a division of PepsiCo, and Tiger Woods announced today a collaboration to develop Tiger- inspired sports performance beverages for athletes at all levels. Terms of the licensing deal were not disclosed.

“Gatorade has been part of my game plan for years, whether I’m training or competing, so this is an ideal match,” said Woods. “Gatorade is a winning brand with a proven formula and the science to back it up. That’s why I wanted to partner with them. I’m eager to launch my first signature product in a few months and look forward to developing additional sports performance beverages with Gatorade in the coming years.”

The first product, Gatorade Tiger, is a Gatorade Thirst Quencher subline that will be launched in March 2008. The subline charters new territory for Gatorade, as it marks the first-ever licensing deal for the $5 Billion brand (US) and Tiger Woods’ first-ever endorsed sports beverage.
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Study finds that mild dehydration does not impair exercise performance

Posted February 12th, 2007 at 8:00 AM by Jamal Walker

Section: Nutrition, Hydration

The Gatorade Sports Science Institute in Barrington, Illinois published a study showing that 46 percent of recreational exercisers are mildly dehydrated (Applied Physiology, Nutrition and Metabolism, June 2006).

However with good reason, the study does not say that they are harmed. There is no data anywhere to show that this mild dehydration affects health or athletic performance. Another study from the University of Connecticut shows that a person must lose a tremendous amount of fluid before it affects his performance (Medicine & Science in Sports & Exercise, October 2006).

When you exercise for more than an hour, you [need to] take in fluid … but not too much. Excessive fluid can cause a potentially fatal condition called hyponatremia. Normally, the amount of salt and other minerals in your bloodstream should equal the same total mineral content in every tissue in your body. If the mineral concentrations are not equal, they try to become equal. Fluid moves from the area of lower mineral content to that of the higher concentration.
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