Gatorade has ended its partnership with the AFL, according to 7news.com.au.
Gatorade have ended their lucrative partnership with the AFL, the league now looking for a new sports drink partner. All 18 clubs use it – and can purchase it in the meantime. Sales in the category have been falling, so they’ve had to reduce sponsorship spend. @7NewsMelbourne
— Tom Browne (@TomBrowne7) November 22, 2019
The report states that that the AFL is looking for a new sports drink provider after Pepsico, the parent company, cut ties with the league on Monday.
The current three-year deal was set to expire at the end of this year and saw Gatorade supply all 18 clubs as the AFL’s ‘Official Hydration Partner’.
Collingwood skipper Scott Pendlebury, Geelong champion Gary Ablett and Swans co-captain Luke Parker were named brand ambassadors when the deal was signed in 2017.
In an email reportedly seen by 7news.com.au, Pepsico explained that they did not want to end the partnership “but are investing less in sponsorship arrangements because sports drink sales are falling.”
It is understood that the deal with Gatorade was lucrative for the AFL.