The Big Idea
Gatorade has conquered all its rivals and has ruled the sport-drink industry since its creation more than 40 years ago. If you need proof of this, all you have to do is visit any sporting event in the country. You will see Gatorade whether you are watching amateurs or pros. You will spot numerous athletes carrying them around in their colorful bottles or lining up to grab a cup from bright orange coolers. Simply put, Gatorade is the sports drink of choice and it is everywhere.

Join sports business reporter and author Darren Rovell as he uncovers everything that led to the success of Gatorade. Find out Gatorade’s enthralling story and the nine business rules that have helped Gatorade grow to be the giant that it is today.

About the Author
Darren Rovell - Darren Rovell has been reporting on sports business since 1998; since June 2000, he has served as ESPN.coms sports business reporter. He appears on numerous ESPN radio affiliate shows, analyzes the sports business world for ESPNEWS, contributes to ESPNs f l a g s h i p “ S p o r t s C e n t e r , ” its investigative show “Outside the Lines” and is a frequent analyst featured on ESPN Classics award-winning "SportsCentury" features. He has a sports business blog on ESPN Insider and a weekly feature on ESPN Motion.

Rovells work has also been featured on ABC News and Good Morning America. In 2004, Rovell was named to Newsbios "30 Under 30," a list of the top 30 national business reporters under the age of 30.

Rovell is co-author of “On the Ball: What You Can Learn About Business From Americas Sports Leaders,” which was published by Financial Times Prentice Hall in March 2003. The book was named to the "Top 25" list of "What Corporate America Is Reading" produced by the Knight Ridder/Tribune News Service in Oct. 2003. His second book, “The First In Thirst: How Gatorade Turned The Science of Sweat Into A Cultural Phenomenon,” was published in August 2005.

For more information, visit http://www.firstinthirst.typepad.com/.