Gatorade Brings Sports Science Innovation to Rock ‘n’ Roll Races

July 18th, 2012

New Official On Course Sports Drink Will Take Hydration and Fueling to the Next Level for Race Participants

San Diego, CA – July 18, 2011 – Competitor Group, Inc. (CGI), the leading media and event resource in the active lifestyle industry, today announced a new partnership with Gatorade as the Official On Course Sports Drink for several upcoming events in the popular Rock ‘n’ Roll Marathon Series including Gatorade Chicago headquarters hometown race, the XSport Fitness Rock ‘n’ Roll Chicago Half Marathon, which takes place on Sunday, July 22.

“The Rock ‘n’ Roll  events  align closely with the mission of Gatorade, as both brands share a passion for helping athletes achieve their goals,” said Jen Schmit, director of brand strategy for Gatorade endurance. “We will be providing our special endurance line of products at all Rock ‘n Roll Series races to fuel athletes along the journey to the finish line.”

Gatorade will leverage its new partnership with Rock ‘n’ Roll Marathon Series with its endurance-specific product line. G Series Pro Endurance Formula, in lemon-lime flavor, will be available on event courses and at the finish lines. Additionally, Gatorade will have a presence during several Health & Fitness Expos, where all participants pick up their race number the day before the race and have access to the very latest in running gear and nutrition.

“Gatorade is an iconic brand and we are delighted to welcome them as a partner for the Rock ‘n’ Roll Marathon Series,” said Scott Dickey, CEO of CGI. “Their commitment to innovation compliments our growth and industry leading market share of runners, who will enjoy and benefit from Gatorade’s products to enhance their performance throughout the Rock ‘n’ Roll Marathon experience.”

The Rock ‘n’ Roll Marathon Series is unlike any other event, with live bands and cheerleaders creating a party-like atmosphere along each mile of the racecourse in 30 cities nationwide and internationally. For more information about the upcoming races, please visit:

About Gatorade

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. Gatorade Thirst Quencher® is backed by more than 40 years of research and is scientifically formulated and athletically proven to quench thirst, replace fluids and electrolytes, and provide carbohydrate energy to enhance athletic performance. The company’s product portfolio is built around the G Series™, a 1-2-3 approach to athlete nutrition and hydration before (Gatorade Prime 01™), during (Gatorade® Perform 02 and G2® Perform 02), and after (Gatorade Recover 03™) training or competition. For more information, please visit

About PepsiCo

PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit

About The Rock ‘n’ Roll Marathon Series

Organized by Competitor Group, the Rock ‘n’ Roll Marathon Series is famous for lining race routes with live bands and cheerleaders, massive participant numbers and rocking post race concerts. The original Rock ‘n’ Roll Marathon in 1998 is still recognized as the largest inaugural marathon in U.S. history with 19,979 entrants. Over the 15-year history of the series, charity runners have raised more than $270 million for a variety of worthy causes and nonprofit organizations. Today, the series of marathons and half-marathons has spread to 30 cities around the world. For more information, please visit or follow @RunRocknRoll on Twitter.

About Competitor Group

Headquartered in San Diego, Calif., Competitor Group, Inc. (CGI) is the active lifestyle industry’s leading media and event entertainment company. CGI is a portfolio company of the investment firm Falconhead Capital, which specializes in growing companies in the consumer sector of the leisure and lifestyle space. The aggregate CGI customer base now exceeds 7 million endurance enthusiasts and athletes. CGI’s portfolio of media assets dominate the expanding endurance industry and include a robust digital community on the web and on mobile across the Competitor Endurance Sports Network of websites. Additionally,, a leading digital registration platform, is the catalyst for the company’s race services offering that looks to meet the needs for not only the company’s owned and operated events, but also for endurance events of all sizes on behalf of the entire industry. With a leading market share of endurance enthusiasts, CGI owns and operates more than 65 events around the world, including the flagship Rock ‘n’ Roll Marathon Series in 30 markets, the Land Rover TriRock Triathlon Series in 7 markets, the Columbia Muddy Buddy Series in 8 markets and the Lady Speed Stick® Women’s Half Marathon Series in 5 markets, collectively delivering more than 600,000 professional and amateur participants in 2012. Anchoring the company with rich content and marketing leverage are five publishing properties dedicated to running, cycling and triathlon including Velo, Inside Triathlon, Triathlete, Women’s Running and Competitor with a combined monthly circulation of over 700,000.  Further information about CGI and its digital, publishing and event properties can be found at


Competitor Group

Gatorade Brings Sports Science Innovation to Rock ‘n’ Roll Races

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Dan Cruz

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