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Gatorade's G Series Signs As Title Sponsor For NHL R&D Camp

July 28, 2010: Gatorade has signed a deal to become title sponsor for the NHL Research, Development and Orientation Camp, scheduled to take place Aug. 18-19 at the practice facility of the Toronto Maple Leafs in Etobicoke.

Financial terms were not revealed. PepsiCo's Gatorade is a marketing partner of the NHL.

The 2010 NHL Research, Development and Orientation Camp fueled by G Series will include more than 30 prospects eligible for the 2011 NHL Entry Draft. There, they are scheduled to test a number of "suggested rule changes and modifications to the NHL game or playing surface [via] daily scrimmages [that] will create live game-like situations with these variations," according to the league.

The first such R&D event took place in 2004 during the time the NHL suspended play for a season. Among the changes to come out of that session were initiating shootouts to eliminate ties (during the regular season), restricting the ability of goaltenders to play the puck and penalizing players for shooting a puck from their defensive zone into the stands, according to NHL vp-hockey and business development Brendan Shanahan. Shanahan, a former NHL veteran, has overseen the annual R&D event since then and again will handle the duties in 2010.

"We are excited to partner with Gatorade for the 2010 NHL Research, Development and Orientation Camp," Shanahan said in a statement. "The G Series brand and Gatorade's commitment to research is a perfect complement with the Camp's direction for new and innovative ideas."  

According to Dale Hooper, vp-marketing for Gatorade's parent company north of the border, PepsiCo Beverages Canada, "The NHL Research, Development and Orientation Camp is a great fit for us as we both look to a future of sports performance innovation built on a solid foundation of our respective products . . . . For the NHL, we're very excited to see the innovations that come out of this year's Camp."

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