Laurentian University's Institute for Sport Marketing (ISM) is pleased to announce that it has embarked on a three-year research collaboration with Pepsi QTG.
Pepsi QTG, and specifically the Gatorade® brand family, will work in conjunction with ISM to develop knowledge and best practices for students and future practitioners of sport marketing and sponsorship.
"This collaboration will greatly contribute to ISM's reputation and unique expertise in the field of sport marketing and sponsorship research," said Dr. Norm O'Reilly, director of ISM and SPAD, the niche sports administration program at Laurentian University, in a release.
"Our researchers and students are extremely grateful to have the opportunity to work closely with a corporation that values investments in Canadian sport as an effective business strategy."
"Gatorade has a proud heritage of focusing on scientific research in developing the best sport hydrator possible," said Dale Hooper, Vice President of Marketing at Pepsi-QTG Canada. "We are very excited to now be working with ISM to bring a similar research-based approach to sport marketing and sponsorship in Canada."
Founded in 2001 by Dr. Robert Wanzel, the Institute for Sport Marketing (ISM) was officially approved as a Laurentian University research centre on July 18, 2007.
 The ISM is currently working on a variety of high impact applied research projects that seek to support sport management practice and further knowledge in the field. Originally founded to work with government, professional and amateur/Olympic/grassroots sports to find better ways to resource sport in Canada, the ISM celebrated the completion of its five-year work with a Summit meeting of industry partners and stakeholders in May of 2006.
Building from these roots in applied research, the ISM continues to work with industry partners and concurrently develop its academic research component. The ISM's mandate is to expand the knowledge base related to sport marketing in Canada.
Gatorade is scientifically formulated to rehydrate, replenish and refuel athletes in ways water can't. Gatorade is the official sport drink of the NFL, the CFL, the NHL, the NHLPA, all 30 NHL teams, Hockey Canada, the Canadian Hockey League and Sidney Crosby.
The Gatorade Sports Science Institute Canada is committed to helping athletes optimize their health and performance through research and education in hydration and nutrition science.
