Gatorade sponsors drink for Blom Beirut Marathon

Introduced by PepsiCo International (PI), Gatorade is a tasty sports drink, which refueled the runners with the power they needed to continue the race and reach the finish line.

Gatorade's history goes back to 1965 when researchers were wondering why players were affected by heat illnesses, which diminished their sports' performance. Excitingly enough, the researchers in the lab came with a new balanced carbohydrate-electrolyte beverage to replace key components lost by players through sweating and exercise. The beverage was called "Gatorade".

As the players consumed Gatorade, their performance improved considerably and from there on, the beverage acquired great success amongst players on the field and became the official sports drink of more than 70 Division/colleges, elite and professional organizations and teams.

The taste of Gatorade is scientifically balanced and formulated to maintain vigor during any physical activity, through helping athletes stay hydrated. Having the proper taste encourages drinking and is important to protect the hydration status in the body, and increase the training and competition efforts.

Once in the blood stream, Gatorade helps in replacing fluids and electrolytes and maintaining the function of cardio respiratory system during exercise. The drink helps also in delivering carbohydrate to the muscles to get the most out of each physical effort. Last not but not least, Gatorade helps in substituting the sodium lost during exercise through sweat. This is how Gatorade helps in many ways increase the performance of the players during heavy physical activities.

"At PepsiCo, we always thrive to enhance our marketing leadership through offering our clients the product they need at the right time," stated Talal El-Khalil, PepsiCo Vice President for the region. "Gatorade has a special formula designed especially for athletes to help them perform well in their sports field, and its support of the Beirut Marathon was of great importance to the runners, who were well replenished and maintained a good level of hydration, which was crucial for their well being."

Gatorade was available at all the stands during the race, providing runners with the drink they needed to boost their energy and quench their thirst. Most of the runners expressed their satisfaction of the drink stressing on its great flavor and replenishing effect that encouraged them to continue the race.

"We are pleased with the support that Gatorade has provided for the Marathon runners," said Mark Dickinson, Managing Director of the Beirut Marathon Association. "Our partnership with PepsiCo embodies the Marathon's goal, which aims at bringing happiness and fulfillment to the community, and encouraging sports, and we hope that this ongoing partnership will always bring success to this vital event."

Gatorade has been an essential drink for many athletes, because it helped recognize the importance of hydration to maintain endurance during events such as marathons. And as part of its commitment, PepsiCo will always offer its consumers with new products that meet their daily requirements.