Gatorade to headline PepsiCo’s national supplier agreement with Doha 2010

DOHA, February 23, 2010 – The organising committee of the 13th World Indoor Championships (WIC) in Athletics (Doha 2010) signed an agreement Monday confirming Ali Bin Ali Establishment as a National Supplier to the Championships on behalf of PepsiCo International, makers of Gatorade.
  
PepsiCo International will have exclusive rights to market its products at Doha 2010 and will also supply and stock athlete areas, WIC organising committee activities, and concession stands for spectators at the venue.

The agreement was signed by Doha 2010 Marketing Manager Mr. Abdulrahman Al Dossari who is also Director of Marketing & Public Relations at the Qatar Olympic Committee, and Mr. Antesh Bakshi, of ABA Establishment.

Mr. Al Dossari said: “We are pleased to be confirming this agreement with PepsiCo International and are enthused by their confidence in the significant task of supplying the requirements of World Indoor Championships.  Gatorade and other PepsiCo brands will serve the thousands of athletes, delegates and fans that are expected to visit the Aspire Dome during the Championships in March.”

Explaining Gatorade’s relationship with sport, Mr Antesh Bakshi, Sales Director, ABA Establishment said: “Hydration plays a critical role in keeping athletes at the top of their game, as well as enabling active people to keep up with the demands of their dynamic lifestyles. Gatorade is therefore the brand that will be associated closest with the World Indoor Championships, but we will also market our other brands, notably Aquafina bottled water as well as other leading beverage brands at the event. PepsiCo is committed to offering options for every beverage occasion that arises at the World Indoor Championships.”

Doha 2010 will be the biggest IAAF event held this year and is expected to be headlined by the world’s top athletes, all keen on proving their competiveness after a long season of winter training.

Gatorade is the official sports drink of numerous professional and amateur athletes, sports teams, leagues, and events throughout the world. It is also the most researched sports drink in the world, with continuing studies being conducted by the Gatorade Sports Science Institute (GSSI). Considered the world’s leading sports drink, Gatorade is backed by 40 years of research and is scientifically formulated to quench thirst, replace fluids and electrolytes and provide carbohydrate energy to enhance athletic performance.

Gatorade dominates the international consumer market, and regions such as Qatar and the GCC seen as major growth markets. Antesh Bakshi said in a statement: “We expect the same dynamics to play out in the Qatar, where one finds some of the region’s biggest sports clubs and most passionate sports fans, as well as a growing population of active people.”

Qatar is anticipating great fanfare as the final countdown to Doha 2010 has commenced. The organising committee is enthused by the response it has received in recent months and confirms that over 160 countries have now confirmed their participation in the three-day sporting extravaganza which takes place from 12-14 March.

Hosting the World Indoor Championships in March 2010 will be pivotal in bringing Qatar and the entire region closer to peers in Europe and North America in terms of top-of-mind awareness when it comes to hosting headlining athletics events.

“The WIC organising committee welcomes everyone in Qatar to come watch the world’s top athletes in action and support their countries and favourite stars as we approach this major milestone in Qatari sporting achievement,” Mr Al Dossari said.

The organising committee has also recently confirmed the running order for the official opening ceremony which is scheduled to be held prior to the second session of the day on 12 March 2010 at 8pm. The organising committee has also planned Fan Zones which will be located at Souq Waqif and the Aspire Zone featuring activities for people of all ages leading up to the opening ceremony and throughout the Championships.  
 
The IAAF World Indoor Championships are also supported globally by Official IAAF Partners Adidas, Samsung, Seiko, TDK, VTB, TBS and Official IAAF Suppliers Mondo. In addition to Gatorade, the WIC Organising Committee in recent weeks has also confirmed Qatar Insurance Company (QIC) and q.media Decaux as National Partners, with GO Sport, Gulf Warehousing Company and Virgin Megastores as National Suppliers.