Gatorade will be the official sports drink of the games, which run from July 15-22. Gatorade has joined over 300 other corporations and agencies in support of this summer's Gay Games. In all my years of covering Gatorade, I've studied how Gatorade has marketed to different age groups, athletes in different sports and male and female, but I've never talked about marketing to sexual orientation. This is an interesting one that I'm intrigued about. I've seen studies that say that gay Americans have a higher disposable income and tend to be more brand loyal, but I wonder if there are any studies that say that they, on average, work out more than the heterosexual population.