December 1, 2010: In an effort to bring its reformulated Gatorade product to a sport that has grown to more than 25 million participants nationwide, PepsiCo has signed a deal with the Bowling Proprietors' Association of America that would make its Gatorade G2 brand both an official sponsor of the 2011 Bowling's U.S. Women's Open and the "official thirst quencher of the Bowling's U.S. Women's Open."
Financial terms of the deal were not disclosed. The 2011 Bowling's U.S. Women's Open finals are scheduled for June 30, 2011, from midfield at Cowboys Stadium, airing on ESPN. The finals will take place during International Bowl Expo 2011.
Other marketing partners include American Airlines and Anheuser-Busch's Budweiser. G2 is part of the relaunched Gatorade G series three product line: G1 Prime (before), G2 Perform (during) and G3 Recover (after). G2 is the original Gatorade that dates back to the 1960s.
As part of the alliance, G2 will receive prominent branding at the 2011 Bowling's U.S. Women's Open, including on-site visibility, branded player jerseys and on-air brand consumption during match play rounds and qualifiers leading up to the June 30 finals at Cowboys Stadium; sampling and promotion during Women's Open qualifying tournaments and state events held at bowling centers nationwide; and G2 logo recognition on all traditional and digital media and event materials, such as Web sites, trade publications and in-center branding.
"Gatorade is an iconic brand that for 45 years has been synonymous with excellence in athletics, nutrition and sports science innovation," Steve Johnson, executive director of the BPAA, the bowling industry's premier trade organization, said in a statement. "G2 is an ideal partner for Bowling's U.S. Women's Open. We could not be more proud to align women's bowling with G2, a low calorie sports drink product that directly answers the needs of our athletes."
"This partnership presents a tremendous opportunity for both brands to elevate their positions with elite female athletes."
According to Doug Allison, director of sales for PepsiCo's foodservice division in the Dallas/Fort Worth area, the deal comes at a time when participation in bowling is on the rise nationwide. "At high schools, colleges and bowling centers across the nation, women's bowling is on the rise and rapidly growing in popularity having grown close to 13% over the last three years to over 25 million annually," said Allison in a statement. "In bringing together G2 and Bowling's U.S. Women's Open, this partnership presents a tremendous opportunity for both brands to elevate their positions with elite female athletes."
BPAA's Johnson confirmed the assessment. "This historic partnership further illustrates how women's bowling has arrived. More and more major brands are taking notice of bowling's surging popularity among young females across the country."