During summer season a risk of getting dehydrated increases especially for active people and athletes. It can cause dangers of heat-related illnesses. That is why PepsiCo’s Gatorade has announced a partnership with the NFL, NBA, and MLS for the Gatorade ‘Beat the Heat’ program which is designed to inform people about the importance of consuming enough appropriate water to help reduce the risk of heat-related illnesses.
“What athletes, parents and coaches need to know is that heat-related illnesses are largely preventable,” said Douglas Casa, Ph.D., chief operating officer of the Korey Stringer Institute (KSI), which is housed at the University of Connecticut. “The Beat the Heat program aims to raise awareness about this issue and provide educational resources to optimize the prevention, recognition and treatment of heat-related illness during the summer sports season.”
Research by Gatorade Sports Science Institute (GSSI) showed that 70 percent of high school football players train being not enough hydrated and it increases the risk for heat illness. Other studies unveiled that electrolyte consumption with food or beverages can help athletes stay hydrated for longer and, as we know, Gatorade is famous for containing these necessary elements.
Gatorade has prepared its Heat Safety Kit, an educational package for athletes, parents and coaches, which will be available for a free download on nfl.com/trainingcamp, nba.com and mlssoccer.com. It contains information on hydration from Gatorade Sports Science Institute and explains the meaning of ‘4 Plays’ of Heat Safety: Prevent, Prepare, Proper Fueling, Plan. These are key words for active athletes and their friends or relatives.
Rival Coca-Cola’s Powerade is the Official Sports Drink of the London 2012 Olympic Games and lanched its own educational initiative last month.