Statement from Lucozade Sport
“Lucozade Sport, as a carbohydrate-electrolyte drink, has been scientifically proven to hydrate and
fuel better than water. The evidence supporting the performance benefits of carbohydrateelectrolyte drinks such as Lucozade Sport is strong and has been independently verified by the
European Food Safety Authority, the highest standard of scientific approval. Responsible marketing of
our products is of the utmost importance to us. Our marketing and sponsorship activities promote
these products for people who do endurance exercise. Lucozade Sport is for adults who train and take
part in sport and other physical exercise and this is stated on the bottle. We also have Lucozade Sport
Lite which benefits people who exercise less intensively, providing a lower calorie option with the
rehydration benefits of Lucozade Sport. We fully adhere to all advertising codes and do not buy space
in children’s programming. Our internal company policy is not to direct any marketing activity of
Lucozade Sport at children - this applies to all marketing activity.”
Statement from Powerade
“We are not in a position to comment specifically on the experiment carried out by Professor Niall
Moyna as we are not familiar with the details or the conditions under which it was carried out.
With regard to your other queries, we always rely on sound, evidence-based science to ensure that
our products deliver on their promise to consumers. Powerade ION4 was developed in collaboration
with sports science experts and in full accordance with European regulatory guidelines and is
specifically marketed to individuals taking part in intense physical exercise as part of their daily
routine. It is designed to help them sustain their physical and mental performance when they
exercise.
The body of evidence shows that people do need to effectively replace the fluids and minerals that
are lost in sweat and also replenish the fuel (carbohydrates) in order to help sustain their
performance. An appropriately formulated isotonic sports drink plays an important role in delivering
this.
The majority of studies in this area have, in fact, been undertaken using recreational active individuals
rather than top elite athletes and we firmly believe that sports drinks have a role in supporting
people’s training and hydration needs.
The Coca-Cola Company does not market any of its range of beverages to children under 12 years of
age. In the case of Powerade, this is a sports brand and is specifically marketed and targeted at
individuals who take part in intense physical activity only.”
Statement from Energise Sport
“Thank you for contacting us. We have not seen the detail of Professor Moyna’s study so are unable
to comment on the results. However, we’re pleased to provide the following responses.
Energise Sport is specially formulated to supply carbohydrate energy and minimise the impact of the
loss of water and electrolytes for achieving optimum performance. We carry EFSA authorised claims
on our packaging that state Carbohydrate-electrolyte solutions enhance the absorption of water
during physical exercise and can contribute to the maintenance of endurance performance during
prolonged endurance exercise.
It is well established that one of the factors that can help sporting performance is drinking the right
amount of the right kind of drink, and there is a range of sports drinks available which are designed to
meet the varying requirements of different kinds of exercise. While some sports drinks are designed
to meet the specialist needs of elite athletes that is not to say that no-one else should drink
them. The keys to good health are a balanced diet and an active lifestyle. Sports drinks help people
live more actively, assist hydration and can make a positive contribution to a balanced diet.
There is a range of sports drinks available, including options designed for lighter training sessions or
low intensity gym workouts and others suitable for endurance work. Some are high in carbohydrate,
others contain very little. Sports drinks formulations are based on the latest scientific evidence and
medical knowledge, and sports drinks carry nutritional information on the label, including the calorie
content which can enable the consumer to make an informed the choice as to which product best
suits their needs.
With regard to advertising to children, Energise Sport is not marketed to children.”
Statement from Athletics Ireland
“Background
The strategy of Athletics Ireland is to ensure the growth of athletics in Ireland. In this context we have
put in place various initiatives and programmes to grow participation across all age levels. Particularly
in the younger age category where our juvenile membership has increased to 26, OOO, a 49%
increase over the past five years. This fits in with the national campaign to increase participation in
sport and to help in the objective of encouraging children to lead a healthier lifestyle.
What is the AI’s stance on the promotion of sports drinks?
It is essential that sports drinks are consumed in the right way and for the correct purpose. Once this
is adhered to we do not see a problem with the promotion of sports drinks. Fluid intake is essential in
order to prevent dehydration and should always be the first priority. Using a properly formulated
sports drink ensures sufficient carbohydrates intake for sustained performance. If our athletes are not
properly hydrated they are not going to perform as efficiently. The sports drinks which contain
minerals such as sodium support fluid retention, blood volume and encourage the athletes to
hydrate. There are also carbohydrates included in the drinks which provide fuel for our athletes.
Do you have an official policy on their consumption by athletes at club and regional level – and in
particular at underage level – or is this discussed at county board level?
Our High Performance athletes have access to nutritional information through our website with
information outlining the potential benefits and suggested guidelines on the consumption of the
products. This information is provided to us by our accredited nutritionists from the Irish Institute of
Sport. These guidelines are in place for athletes 16 and over, for younger athletes we explain the
importance of hydration through the consumption of water. We promote this through our many
coaching courses and squad sessions nationwide. Our six regional development officers also create
further awareness within clubs at county and regional level.
What is the AI’s position on sponsorship of its athletes by Sports Drinks companies?
The sponsorship of our athletes by Sports Drinks companies provides our athletes with the right
hydration and the products they need to enable then to perform at their optimum and recover faster.
The use of sports drinks before, during and after prolonged exercise is supported by the International
Olympic Committee (IOC), American College of Sports Nutrition (ACSM), Academy of Nutrition and
Dietetics (AND - formerly the American Dietetic Association), National Athletic Trainers' Association
(NATA).
Is the AI affiliated with, or sponsored by any Sports Drinks companies, and if there is a rationale
behind why/why not?
Powerade is the official sports drink of Athletics Ireland, providing Powerade product for agreed
competitive athletics events. Powerade Pro hydration powders are provided to our Elite Athletes
participating in national, European and international athletics events. Powerade provides us and our
members with clear guidance and advice when it comes to understanding the consumption of sports
drinks and the role they play in hydration before, during & after exercise. Powerade communicates
clearly the duration and intensities for when the products should be used. We are also very strict in
terms of who we are providing the product to and if they are younger elite athletes participating in
shorter lower endurance activity they get zero calorie variant. “
Statement from FAI
“The FAI in common with other sporting organisations recognises that obesity is caused by a range of
factors and cannot be attributed to any one category of food or drink. Tackling obesity requires an
approach that encompasses diet, lifestyle, age and activity levels.
Our dietary advice is provided to elite players in emerging talent programmes and is publicly available
through FAI.ie. http://www.fai.ie/images/Nutritional_advice_-_Player_Lifestyle_pack.pdf
In relation to sponsorship of football players by sports drinks companies, Lucozade’s partnership is
focused on adults and their internal company policy is not to target any marketing activity at
children.”
Statement from GAA
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“As a sporting and cultural organisation we don’t adopt a stance on every consumer product
available to our members.
Our units are entitled to make judgement calls on these and indeed all products regarding
their suitability. Ultimately players - and in the case of underage players their parents, make
lifestyle choices including what products they consume.
Players as amateur athletes have an entitlement to endorse products that do not challenge
the ethos of the association. “
Statement from IRFU
“The IRFU works with a number of sponsors to ensure we can fund and promote sports programmes,
health education and youth leadership at grassroots level across Ireland, allowing us to underline the
importance of team participation in more communities than would otherwise be possible. Hydration
is an important aspect of sport and we have clear guidelines on the subject in our ‘Eat to Compete’
nutrition education programme”