The Gatorade Partnership Summit is an event I always look forward to. The team at Gatorade, along with its agency, Paragon Marketing Group, does an excellent job of hosting their youth sports partners every other year.
The opportunity to connect with leaders of other youth sports organizations is invaluable. After each of my three Summits, I left with a better understanding of the youth sports industry, with ideas that could transfer to Pop Warner, and new product info that I found personally beneficial.
Here are three key takeaways from this year’s event:
Women’s Sports Insights
The “Fueling the Future of Women’s Sports” panel discussion, which featured Gatorade’s Carolyn Braff, ESPN’s Susie Piotrkowski, Chicago Sky guard Courtney Vandersloot, and Marquee Sports’ Elise Menaker, highlighted the need to continue increasing in youth sports participation among girls, while also focusing on the shortage of female coaches on the sidelines and the steps needed to grow the coaching ranks.
While there’s no shortage of appreciation for the men who coach, there’s value in girls being coached by women, and also of women coaches paving the way for girls to see themselves as coaches one day.
This topic was particularly intriguing. Looking at today’s girls’ sports participation compared to past generations, overall growth is significant. However, an HHS study shows that, from 2018 to 2023, overall girls’ participation dropped from 53.0% to 50.3%.
If girls’ sports participation has reached a threshold, could focusing on developing more female coaches help spur continued growth?
Real Life Influencers
In recent years, as discussions about social media and celebrity influencers have faded from marketing circles, Gatorade has focused on building influence closer to the athletes themselves. The brand provides advocacy education to team coaches, athletic trainers, and strength & conditioning specialists to help them make credible recommendations to their athletes.
So, why are athletes choosing Gatorade? The top reasons include: 1) it was available when they first got involved in sports, and 2) it was recommended by a trusted coach or trainer.
The Pop Warner partnership touches on both of those reasons. Gatorade is our official sports drink and is found on the sidelines for regional and national championships. It’s a great fit at football games; our young athletes are savvy enough to leave a little bit left in the cooler because even youth coaches love a good Gatorade bath after a win. Additionally, we provide and promote educational resources for coaches throughout the year from the Gatorade Sports Science Institute and, more recently, the Gatorade Fieldhouse.
Lower Sugar Intro
I left this year’s event looking forward to trying Gatorade’s newest product: Lower Sugar. As someone who logs many miles on my bike each year, my go-to drink after a two- to three-hour ride is always Gatorade. Not only is it refreshing, but it’s also replenishing – from electrolytes to carbs to fluids.
After my last ride, I tried the latest Gatorade product to hit the market: Lower Sugar. At 75% less sugar than standard Gatorade, this new concoction also contains no artificial sweeteners, flavors, or colors. Lower Sugar has 20 calories and 5 grams of sugar per 12 ounces, as compared to 80 calories and 21 grams of sugar in Thirst Quencher.
The Verdict: It worked great. And it tasted good, too. While I only typically turn to Gatorade after strenuous exercise, this new Lower Sugar product may be great for after moderate workouts as well. Give it a try.