WITH a plethora of energy and rehydration drinks available on the local market, Gatorade have made a massive step by becoming the official drink sponsor of the prestigious Inter-Secondary Schools Sports Association (ISSA) Boys’ and Girls’ Athletics Championships.

Pepsi-Cola, through its brand Gatorade, have already tied up the services of the world’s fastest man Usain Bolt to an undisclosed lucrative contract.

As is the norm, information of the sponsorship package is extremely difficult to ascertain, but Gustavo Flamenco, Pepsi-Cola Jamaica’s commercial director from Guatemala, said Champs is instrumental in changing the landscape of athletics in the country.

“Gatorade was the unofficial sports drink for Champs over the years, but this year we have decided to make it official,” added Flamenco.

“We are especially delighted to be the official sponsor of Boys’ and Girls’ Athletics Championships, as our own Gatorade ambassador Usain Bolt was raised to track and field glory through this competition,” said Flamenco.

He continued: “The Gatorade family is delighted to be sponsoring this year’s ISSA event. Gatorade was developed after years of scientific research and has proven to be the best rehydration option for athletes.”

Meanwhile, Gatorade is also a major sponsor of schoolboy football over the years, and Cornelia Nathan, Pepsi’s marketing coordinator, reiterated this.

“The Gatorade family is thrilled to be a part of ISSA schoolboy football. Gatorade has long been associated with sports in Jamaica and can attest to the immeasurable contribution to nation building and youth development,” said Nathan, at the schoolboy awards function last Wednesday.

“As the major sponsor of the competition, we have watched the competition grow and we have seen football skills unearthed and honed. The level of the sportsmanship and dedication displayed throughout the season was amazing and speaks volumes for the future of Jamaican football,” she added.

“Gatorade looks forward to the next season, working together in developing football, a sport which is dear to the heart of the Jamaican society,” she noted.

“It is very important for us to give these young men our support, encourage them to continue playing football, perfecting their skills and exhibit discipline in the sport,” said Nathan.