Gatorade was first developed in 1965 by researchers at the University of Florida to replenish fluid, carbohydrates and electrolytes that athletes lose in sweat during athletic competitions. By linking up with the Sahara Force India Formula One team, Gatorade’s product range will be put to the test at the pinnacle of motorsport with the task of keeping the drivers, mechanics and engineers performing at their peak.
Otmar Szafnauer, Chief Operating Officer of Sahara Force India: “To be successful in Formula One, you have to optimise every area of the team, especially human performance. That’s why our relationship with Gatorade is an important step for Sahara Force India and we look forward to benefiting from their expertise as a leading sports fuel supplier. Thanks to Gatorade’s wide range of products, we can provide all team members with the proper hydration and nutrition to help them perform.”
Gatorade UK Marketing Manager Alex Armstrong said: “We are extremely pleased to join up with Sahara Force India and are looking forward to an exciting first season working together. Their recent podium in Bahrain shows the team is ready for even greater success and, in Nico Hulkenberg and Sergio Perez, they have one of the most exciting driver partnerships on the grid. We wish them both every success in 2014.”
The Gatorade Company, a division of PepsiCo (NYSE: PEP), provides sports performance innovations designed to meet the needs of athletes at all competitive levels and across a broad range of sports. Backed by more than a 40 year history of studying the best athletes in the world and grounded in years of hydration and sports nutrition research at the Gatorade Sports Science Institute, Gatorade provides scientifically formulated products to meet the sports fuelling needs of athletes. The company’s product portfolio is built around a 1-2-3 approach to athlete nutrition and hydration before, during and after training or competition. For more information and a full list of products, please visit: www.gatorade.co.uk
About Sahara Force India Formula One TeamSahara Force India Formula One Team has been competing since 2008 when Dr Vijay Mallya, Chairman of India’s iconic UB Group, launched the first-ever Indian Formula One team. The cars incorporate the colours of the Indian flag and the team is a sporting representation of the emerging generation of young, aspirational Indians and the growing strength of India as a nation. In 2011 a historic partnership was agreed as Sahara India Pariwar became co-owners of the Silverstone-based team. With the support of Sahara, the team is now driven by two of India’s greatest industrialists who both recognise the value of using sport as a marketing platform to build some of India’s biggest brands. For more details visit: www.saharaforceindiaf1.com