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.
April 2007
Darren Rovell's books
Darren Rovell: First in Thirst: How Gatorade Turned the Science of Sweat into a Cultural Phenomenon
Out in bookstores and online NOW. Published by AMACOM in August 2005.Darren Rovell & David M. Carter: On the Ball: What You Can Learn About Business From America's Sports Leaders
Published in February 2003 by Financial Times Prentice Hall.
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I'll never drink gatoraide again
Posted by: Jee | July 23, 2006 at 07:56 PM
Jee and I cancel each other out, then.
Posted by: Sandy Smith | August 31, 2006 at 10:16 AM
Sandy are you saying you'll drink more Gatoraide because they support the gays?
Todd Charske
Posted by: Todd Charske | September 08, 2006 at 10:09 PM
The integrity of this site is shot! Funny how it happened right after the "support Gay Sports . . " blog got posted.
- Todd Charske
Posted by: Todd Charske | November 05, 2006 at 08:53 PM
I simply do not like the idea of gays and so ....the is nothing to say.
Posted by: cheap computers canada | February 19, 2010 at 12:13 AM