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WCC and IMG Announce Two-Year Partnership with POWERADE®
POWERADE® will be official sports drink of the West Coast Conference through 2012
Jan 06, 2011

SAN FRANCISCO, Calif., (January 6, 2011) – The West Coast Conference (WCC) and IMG College, a division of IMG Worldwide, the conference's exclusive multimedia rights partner, announced today that the Conference has formed a two-year partnership with POWERADE®.

The agreement, which begins in 2010 and runs through 2012, will provide various marketing assets to POWERADE at West Coast Conference championship events and will give the company exclusivity in the sports drink category, including sideline rights at the WCC Men’s and Women’s Basketball Championships.

"We are extremely excited about adding the WCC to our expansive college university and conference portfolio," said Bob Cramer, vice president of sports marketing for POWERADE®, a division of The Coca-Cola Company. "The West Coast Conference is a brand on the rise in college athletics, and POWERADE® looks forward to helping it continue its climb."

POWERADE will supply product for West Coast Conference student athletes for all conference championship events. POWERADE® features the ION4® advanced electrolyte system that helps replenish four electrolytes lost in sweat, which will help keep WCC student-athletes hydrated and on their game throughout their school’s quest for the title.

"The West Coast Conference is pleased to have POWERADE® come aboard as one of our corporate partners," WCC Commissioner Jamie Zaninovich said. "As we continue to grow and improve our championships both from an exposure and student athlete experience perspective, this is a great fit."

With a total fan base of more than 172 million fans, 77 million of which are female fans who influence buying decisions, the college sports market is a an ideal platform for companies like POWERADE®. The college market’s affluent fan base, with more than 29 million college fans earning more than $100 thousand, and 17 million fans between the ages of 18 – 24, provides a key consumer audience.

POWERADE® will be able to tap into a share of the college market through its new sponsorship with the WCC.

POWERADE® is the complete sports drink, featuring the ION4™ Advanced Electrolyte System, which helps replenish four electrolytes lost in sweat. POWERADE is part of the glacéau business unit of Coca-Cola North America, which consists of brands that offer enhanced hydration for every occasion, including vitaminwater, smartwater®, POWERADE®, FUZE®, NOS® and Full Throttle®. The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. For more information about POWERADE, visit us on Facebook at

About the West Coast Conference (WCC)
The West Coast Conference was formed in 1952 and has evolved and grown to become a nationally recognized and competitive force in Division I intercollegiate athletics, with 13 conference-sponsored sports: baseball, men's and women's basketball, women's crew, men's and women's cross country, men's and women's golf, men's and women's soccer, men's and women's tennis and women's volleyball. The WCC is characterized by the stability of its membership - only two conferences have been together longer - and its unique emphasis on combining excellence in athletics with excellence in academics.

About IMG College
IMG College is the leader in capturing consumer devotion to college sports through partnership opportunities in licensing, marketing, events and hospitality, multimedia rights, stadium and arena development, sales, and consulting across local, regional, and national platforms. IMG College partners with the nation’s top collegiate brands, including the NCAA and its 88 championships, NCAA Football, leading conferences, and some of the most prestigious universities in the country. IMG College is a division of IMG Worldwide, the world’s premier sports, media, and entertainment company. For more information, please visit

About IMG
IMG Worldwide is a global sports, entertainment and media business, with nearly 3,000 employees operating in 30 countries around the globe. IMG’s areas of expertise are diverse and wide ranging:
IMG College is the leader in collegiate marketing, licensing and media rights.
IMG’s Joint Ventures, IMG Reliance and IMG CCTV, in the emerging markets of India and China, offer the company significant long-term growth opportunities.
IMG Media is the world’s largest independent producer and distributor of sports programming
IMG Events and Federations owns and manages some of the most sought after events and includes long standing associations with the world’s most important sports organizations, leagues, and federations.
IMG Fashion owns and operates fashion events around the world and IMG Models represents the world’s top models, leading designers and the most influential photographers, art directors and stylists.
For the past 50 years IMG Clients has been the global leader in talent representation, including over 1,000 elite athletes, coaches, industry executives and prestigious sports organizations across the sports, entertainment, fashion and media industries.
IMG Academies is the world’s largest and most advanced multi-sport training and educational facility delivering sports training experiences to more than 12,000 dedicated athletes from approximately 80 countries every year.
IMG Consulting connects many of the world’s leading brands with consumers through access to unique sports and entertainment properties.
IMG Licensing is considered one of the premier independent licensing agencies in the sports, entertainment and media world.

More information is available at