Gatorade and Tiger Woods Develop Sports Performance Beverages
The Gatorade Company, a division of PepsiCo, and Tiger Woods are collaborating to develop Tiger-inspired sports performance beverages for athletes at all levels. 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 and Tiger Woods' first-ever endorsed sports beverage. "Gatorade has been part of my game plan for years, whether I'm training or competing, so this is an ideal match," says 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."