CHICAGO, January 5, 2009 — The Gatorade Company, a division of PepsiCo, announced today the addition of 20-year-old BMX Rider Nigel Sylvester to their elite team roster. This is Sylvester’s first beverage sponsorship deal.

Sylvester is the owner of Format, a BMX - lifestyle shop in Queens, NY and rarely competes. He rides primarily for photo shoots and for filming purposes, and appears in many endemic BMX films, including the recently released “Writing on the Wall”, as well as in various print ads.

“When we film, I’ll be riding and pushing myself for hours on end,” said Nigel Sylvester.  “Having support from a product like Gatorade is great and will definitely be beneficial at times when getting that ‘one last shot’ can last for hours.”

In addition to working with action sports athletes like Sylvester, skater Chaz Ortiz, and snowboarder Ellery Hollingsworth, Gatorade also has plans to support professional and amateur action sports events in 2009 and will do more with parks and in films as well.

“We’re excited to take our presence in action sports to the next level,” said Kenny Mitchell, action sports team manager with Gatorade.  “Many riders are using our products already because they know Gatorade is what you reach for when you want to stay hydrated and fueled so you can session longer.  We think tapping into this interest is a very authentic move for us as a brand.”

Tags: Gatorade, Nigel Sylvester, Sponroship Changes, The Next Michael Jordan

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