British Cycling snaps up Gatorade - BikeBiz

British Cycling snaps up Gatorade

Deal to last beyond 2012 Olympics
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Gatorade has signed a four-year deal with British Cycling to supply hydration and rehydration product to the organisation – including the GB Cycling and Para-Cycling Teams.

The signing has already been in evidence, at last night’s UCI World Track Cycling World Championships in Copenhagen.

"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,” said British Cycling CEO Ian Drake.

"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."

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