BPAA Signs Groundbreaking Agreement for Women's Bowling; Announces Gatorade G2 as an Official Sponsor of 2011 Bowling's U.S. Women's Open

G2 Named the "Official Thirst Quencher of Bowling's U.S. Women's Open"

Multi-Tiered Sponsorship Agreement to Include In-Event Branding, Prominent Brand Exposure in Traditional and Digital Media/Platforms and On-Site Sampling

Dec 01, 2010, 08:00 ET from Bowling Proprietors' Association of America (BPAA)

ARLINGTON, Texas, Dec. 1, 2010 /PRNewswire/ -- The Bowling Proprietors' Association of America (BPAA), the bowling industry's premier trade organization, announced today the signing of a landmark agreement with PepsiCo that will make Gatorade G2 both an official sponsor of the 2011 Bowling's U.S. Women's Open and the "Official Thirst Quencher of the Bowling's U.S. Women's Open."  

"Gatorade is an iconic brand that for 45 years has been synonymous with excellence in athletics, nutrition and sports science innovation.  We could not be more proud to align women's bowling with G2, a low calorie sports drink product that directly answers the needs of our athletes," said Steve Johnson, executive director of the BPAA.  "G2 is an ideal partner for Bowling's U.S. Women's Open."

The news comes on the heels of a series of historic announcements surrounding the Open and women's bowling.  This past July, the BPAA announced that the Open will be telecast on ESPN from midfield at Cowboys Stadium in Arlington, Texas, marking the first time in the history of the sport that a women's major professional bowling event will be held at a traditional sporting venue.  

Added Johnson, "This historic partnership further illustrates how women's bowling has arrived.  More and more major brands are taking notice of bowling's surging popularity among young females across the country."

G2 offers "All of the G" with half the calories as Gatorade (20 calories per 8 oz. serving for G2 compared to 50 calories for Gatorade), delivering hydration to athletes during competition and exercise.  As part of the sponsorship agreement, G2 will receive prominent branding at the 2011 Bowling's U.S. Women's Open including on-site visibility during match play rounds and qualifiers leading up to the June 30 finals at Cowboys Stadium (branded player jerseys, on-air brand consumption, etc.).  Additionally, G2 sampling/promotion will be executed during Women's Open qualifying tournaments and state events held at bowling centers throughout the country.  G2 will also receive logo recognition on all traditional media, digital media and event materials; including web sites, trade publications and in-center branding.

"At high schools, colleges and bowling centers across the nation, women's bowling is on the rise and rapidly growing in popularity having grown close to 13 percent over the last 3-years to over 25 million annually," said Doug Allison of PepsiCo.  "In bringing together G2 and Bowling's U.S. Women's Open, this partnership presents a tremendous opportunity for both brands to elevate their positions with elite female athletes.  We're proud to help further the growth of America's largest participatory sport as the tremendous competitors of women's bowling will now fuel their bodies with G2."

Earlier this month, the BPAA reported continuing annual increases in consumer participation with 71.1 million having bowled between April 2009 through March 2010 (the fourth consecutive year of industry growth) due, in large part, to heightened interest from women and younger bowlers.  The BPAA also reported that, during that same time period, bowling generated a $10 billion impact on the U.S. economy.

About Bowling's U.S. Women's Open

Bringing together the most powerful brand in sports and the nation's number one participatory sport, Bowling's U.S. Women's Open, sponsored by the Brands of Ebonite International, is the premier U.S. Women's major professional bowling event.  With competition open to all female youth and adult bowlers, the 2011 Bowling's U.S. Women's Open will culminate in a finals event on June 30, 2011 from midfield at Cowboys Stadium during International Bowl Expo 2011 and airing on ESPN. Additional information and entry forms can be found at: www.bowlingsuswomensopen.com.

About BPAA

Headquartered in Arlington, Texas, the 78-year-old Bowling Proprietors' Association of America is a trade association representing the business interests of bowling center owners worldwide.  BPAA's mission is to enhance the profitability of its member bowling centers.  

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SOURCE Bowling Proprietors' Association of America (BPAA)