The paradox between energy drinks and the rise of new sports

It must be underline and attribute to the energy drink producers the importance of their implication into the sport world. Several domains, in particular extreme sports and mechanic sports owes a lot to these crucial sponsors. As seen at the previous Olympic games, those sports meet an increasing enthusiastic public which moves from the traditional famous sports to the new which offers thrills (freestyle, snowboard…). The strengths of those brands were to succeed to target young people which is actually harder to reach through the traditional channels.

This assessment can also be applied for the e-sport, the growing and highly potential domain regrouping video games competitions, where the companies have primordial access to a population which tend to be disconnected from tv. The major raising issue is that the high implementation of those energy drink companies into the sport area targeting the youth is the message provided by the marketing. Those products are not adapted to the sport practice and the consumption does not aware the consumers about the negative effects.

The result drive to a paradox, the energy drink industry highly contributed to the growth of new sports by bringing them investments and large audiences that allow sustainable business models for those sports. But this association brought wrong assumption into the consumers’ minds which rose health problems. By being aware about those issues, we can noticed the increasing development of new brands that come with transparent composition and the absence of negative effects to tackle down the major players and take in consideration the fact that consumers understand little by little the problems and that they could move to new products.

Yoann Quardel