Gatorade discovers latest favorite sport is … women's bowling?

By T.L. Stanley on Thu Dec 2 2010


Beer guts, sweat stains, cigarette smoke and PBR. That's what bowling means to me. To be fair, those are really old memories, formed long before rock 'n' roll bowling and hipster-magnet retro joints like Lucky Strike. Apparently there's a whole new breed of bowler out there—young chicks!—and Gatorade is poised to take advantage of the trend. The PepsiCo brand is on the verge of announcing its first-time sponsorship of the U.S. Women's Open, and that G2 is now "The official thirst quencher of Bowling's U.S. Women's Open." The marketer says it's jumping in because of a 12.9 percent increase in participation over the past several years to 24.5 million people, with a major spike coming from the growing numbers of women who have taken up the sport. Gatorade, obviously looking beyond its core pro athletes, recently hooked up with contestants from Fox's hit reality show So You Think You Can Dance. Now, it's attractive women who bowl. (Check out Emily Maier, a member of Team USA, who looks nothing like anybody I recall from Ken-Bowl in Louisville, Ky., in the '70s.) Go grrrls!

Who wouldn't want to explore the Bowling Capital of the World?

Posted on Wed Jan 27 2010


An appendix item in the Textbook of Branding is the practice of christening a destination as the [fill in the blank] Capital of the World. This age-old tactic, perfected by tourism bureaus everywhere, wouldn't seem of much use to major brands—until you consider the cross-pollination possibilities. Case in point: Battle Creek, Mich., lays claim to being the Cereal Capital of the World because it's home to Kellogg's. But Kellogg's benefits nicely from this regional branding because it can siphon visitors over to its Cereal City USA interactive museum (which of course will tell you everything you want to know about Froot Loops and Special K). Avon, Ohio, happens to be the Duct Tape Capital of the World because it's home to Henkel Consumer Adhesives, maker of the Duck brand, which sponsors the Duct Tape Festival each year (and on Father's Day, no less.) Hartford, Conn., the Insurance Capital of the World, doesn't exactly draw millions of visitors to office towers of Aetna and Travelers, but it can use any boost it can get.
  Which brings us to Arlington, Texas. Just last month, the city proclaimed itself to be the Bowling Capital of the World. Is there some kind of bowling-industry link to Arlington? Well, you could say that.

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