The All Blacks ended its 21-year sponsorship with Coca-Cola in January this year and teamed up with Pepsi, aligning itself with its subsidiary Gatorade as its hydration partner. A new ad has been released celebrating the partnership (which features a very serious Sam Cane).
The ad, celebrating the All Blacks’ move over to the Pepsi world, features other teams Gatorade is partnered with globally in various sports as the drink brand welcomes the All Blacks ‘to the team’.
Gatorade senior marketing manager Drew Palin said earlier the company runs multi sports advertising campaigns and the All Blacks were a perfect fit to be aligned alongside some of the biggest names in world sport.
"I can definitely see the All Blacks next to Serena [Williams], next to Usain [Bolt] and next to NFL players because they belong. We know they are the best of the best," Palin said.
New Zealand Rugby put up an announcement of the move in January on its website, titled ‘Joining the elite’ saying the sport’s drink provided a great fit.
“We were looking for an instantly recognisable, global brand with the scale to help us increase the profile of the New Zealand game and our teams overseas so a partnership with Gatorade made sense on many levels,” said NZR chief executive Steve Tew.
“Gatorade is the perfect fit for a dynamic, endurance-based sport like rugby – the strength of the brand is backed by 50 years of science, research and development - and it's widely used by many of the world’s elite athletes and teams.”
Gatorade has partnered with some big names globally including Serena Williams, Michael Jordan, Usain Bolt, the NFS and various football teams.
No financial details of the deal have been released. The most recent set of accounts published by the NZRU for calendar 2014 show it had commercial income of just over $87 million dollars, just under 75 percent of its total income of $121 million dollars, according to the Herald.
But despite Gatorade being promoted as the ultimate sport’s drink, apparently milk is better for athletes (are you listening Fonterra?).
A regular bottle contains 32 ounces with 56 grams of sugar, according to Health Line.
While that intake might be okay for athletes, it’s not great for the people watching the athletes, particularly those that aren’t very active, who want to be seen clasping the drink promoted by sporting heroes—especially children for that matter.