Competitor Group Inc (CGI), ‘the leading media and event resource in the active lifestyle industry’, has confirmed a new partnership with PepsiCo-owned Gatorade as the Official On Course Sports Drink for several upcoming events in the popular Rock ‘n’ Roll Marathon Series. The deal also includes the Gatorade Chicago headquarters’ hometown race, the XSport Fitness Rock ‘n’ Roll Chicago Half Marathon, which takes place on Sunday 22 July.
“The Rock ‘n’ Roll events align closely with the mission of Gatorade, as both brands share a passion for helping athletes achieve their goals,” said Jen Schmit, Director of Brand Strategy for Gatorade Endurance. “We will be providing our special endurance line of products at all Rock ‘n Roll Series races to fuel athletes along the journey to the finish line.”
Gatorade will leverage its new partnership with the Rock ‘n’ Roll Marathon Series with its endurance-specific product line. G Series Pro Endurance Formula, in lemon-lime flavour, will be available on event courses and at the finish lines. Additionally, Gatorade will have a presence during several Health & Fitness Expos, where all participants pick up their race number the day before the race and have access to the very latest in running gear and nutrition.
“Gatorade is an iconic brand and we are delighted to welcome them as a partner for the Rock ‘n’ Roll Marathon Series,” said Scott Dickey, CEO of CGI. “Their commitment to innovation compliments our growth and industry leading market share of runners, who will enjoy and benefit from Gatorade’s products to enhance their performance throughout the Rock ‘n’ Roll Marathon experience.”
The Rock ‘n’ Roll Marathon Series is unlike any other event, with live bands and cheerleaders creating a party-like atmosphere along each mile of the racecourse in 30 cities nationwide across the US and internationally.