All Blacks link up with global sports drink giants Gatorade

  • 20/01/2016
(Getty Images)
(Getty Images)

The All Blacks have moved from Powerade to Gatorade this year, announcing a new five-year partnership with the sports drink.

A statement from New Zealand Rugby (NZR) heralded the partnership as "the world's premier rugby team" joining the "global elite" by linking up with "the world's number one sports drink".

"We were looking for an instantly recognisable, global brand with the scale to help us increase the profile of the New Zealand game and our teams overseas so a partnership with Gatorade made sense on many levels," said NZR chief executive Steve Tew.


NZR commercial general manager Nick Brown says what appealed about Gatorade was its international reach and the support the company would provide in performance and sports science.

"They are well-known around the world and they partner some of the biggest names in sports, the likes of Brazil football, NFL, Barcelona football, so that is good company for the All Blacks to be in," he said.

"It also helps us as we look to grow the brand of our teams and the profile of New Zealand rugby around the world." 

Gatorade also sponsor individual athletes like tennis star Serena Williams and Olympic champion Usain Bolt.

"Our goal is to support New Zealand's rugby players and teams by providing the most scientifically researched and game-tested sports drink and top-quality athlete service to help improve on-field performances," said Head of Global Gatorade Anuj Bhasin.

As well as the All Blacks, Gatorade will become an official hydration partner of the Maori All Blacks, All Blacks Sevens, New Zealand Women's Sevens, Black Ferns and New Zealand Under 20 until 2021.

It will also provide access to the Gatorade Sports Science Institute (GSSI), the company's research and development arm. 

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