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PepsiCo and Britvic have announced Gatorade’s partnership with the Guinness Premiership to create English rugby’s first central exclusive sports drink deal, which will see Gatorade used on the sidelines of the best teams in English Rugby over the next three years.

"Whether it's on the sidelines of the NFL, the dugout at Chelsea FC or the aid stations of Ironman Triathlon, Gatorade is used by more elite athletes than any other sports drink in the world,” said Arif Haq, Brand Manager for Gatorade UK.

“The Guinness Premiership epitomises the passion and commitment displayed by all Gatorade athletes. We very much look forward to working closely with the players and coaches of the league to understand ways in which we can help optimise their performance.”

Gatorade was developed in 1965 specifically for American football – a sport which mirrors the power, pace and physicality of Rugby.

Premier Rugby’s Commercial Director, Jon Varney, said: “I'm very pleased to have concluded our first central sports drink deal for the Guinness Premiership. When we enter into relationships with partners and suppliers, we always look for the best in their field, and in Gatorade we have reached agreement with the best and most researched sports drink in the world. We're also proud to be one of the first sports in the UK to conclude a deal with Gatorade, which is testament to the growing strength of the Guinness Premiership and the respect it commands."

The new partnership with the Guinness Premiership is set to further drive Gatorade’s awareness and credibility among consumers. Gatorade was launched across grocery, impulse and leisure channels in the UK in May 2008 with a new formulation that's free from artificial colours, flavours, sweeteners and preservatives.

Gatorade is available in single and four-pack 500ml PET bottles, with a sports cap and an ergonomically designed bottle to fit comfortably into the hand while exercising.

Sports drinks is one of the fastest growing subcategories in the UK, with sales up 16% in 2007 to £154m.