What do Tiger Woods, the University of Florida and Gatorade have in common?

November 1, 2007

GAINESVILLE, Fla. — The Gatorade Company and Tiger Woods will be working together to create a signature line of performance sports beverages to be launched in March 2008.

The new beverage line breaks new ground for both Gatorade and Woods, as it is Gatorade’s first-ever licensing deal and Woods’ first-ever endorsement of a sports beverage.

Gatorade was originally developed by four University of Florida scientists — Robert Cade, Dana Shires, Jim Free and A.M. deQuesada — for the Gator football team, whose players had trouble staying hydrated in the hot and humid Florida climate.

The sports drink got its first real test on Oct 2, 1965, when the Gators faced – and won – against the heavily-favored Louisiana State University Tigers in 102-degree heat.

The formula that first helped the Gators to victory more than 40 years ago has changed little since, a fact which is remarkable considering Gatorade is the most extensively-researched sports beverage available.

The research for Woods’ new signature line of beverages included sweat testing at the Gatorade Sports Science Institute. This research analyzed Woods’ sweat rate, sweat electrolyte concentration, fluid and electrolyte balance, as well as energy needs, during a round of vigorous exercise.

The new line, to be named Gatorade Tiger, will share the same formula of Gatorade Thirst Quencher. The beverage will be available in three flavors selected by Woods, cherry blend, citrus blend and grape.