Gatorade fuels the future of Aussie cricket

Gatorade, an official partner of Cricket Australia and the official sports drink of the Australian cricket team, is rolling out its biggest support program behind cricket down under to coincide with the start of summer.

A new commercial localizes the brand’s global “Fuelling the Future of Football” campaign and showcases emerging cricket stars, including Jake Doran and Damien Mortimer, who are fueled by Gatorade sports science.

Beyond the commercial, there will be a strong field-of-play presence, including change room and stadium signage, new Gatorade equipment on sidelines and Gator drink carts, pictured at right.

Gatorade is also spotlighting the highly anticipated Commonwealth Bank Ashes series between Australia and rival England with a national advertising campaign, drinks break sponsorship, field-of-play activation and “Fuelling the 2013-2014 Ashes” four-packs.

“Cricket is Australia’s favourite sport, and Gatorade is a long-standing partner of the Australian cricket team,” said Jen Evans, brand manager, Gatorade - PepsiCo Australia. “Our fully integrated activities behind cricket this summer are our largest ever and will demonstrate how Gatorade helps cricketers at all levels win from within.”

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