Dolphins' Fiedler backs new sports drink

BOCA RATON, FL: On the Ball Sports Marketing and Peter Nasca and

Associates (PNA) are gearing up to promote ChampionLyte to US consumers.

The sugar-free, carbo-hydrate-free beverage is the latest entrant into

the dollars 1.9 billion wholesale US sports-drink industry.

People with diabetes or cystic fibrosis - both of whom have trouble

processing sugar - are considered prime customers.

So when the drink first soft-launched in South Florida, Steve Nudelberg,

On the Ball president, hired Miami Dolphins starting quarterback Jay

Fiedler - whose agent's daughter has cystic fibrosis - as product


Through the relationship with Fiedler, the company was able to get the

product visibility at training camp, which Nudelberg describes as 'deep

into Gatorade territory.'

'We're trying to tie the product to a credible athlete like Jay Fielder,

who is on TV every Sunday, while also linking it to charitable events,

like a walk this past Saturday to raise money for cystic fibrosis,' he

said. Fiedler participated in the walk.

Since the product's soft launch four months ago, six-person corporate

communications shop PNA has concentrated on gaining supermarket and

convenience store shelf space for the drink.

Now, it is sending hundreds of samples to health and fitness

publications, including Fitness, Better Nutrition and Men's Health, in

the hopes that reporters will literally drink up the orange, lemon-lime,

grape and fruit punch drinks.

'We want to create enough interest in the products that they can

establish a market niche,' said Peter Nasca, PNA founder.

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