Gatorade invented the sports drink 40 years ago, and it has been first in the marketplace (by a long shot) ever since. But it's more than just a thirst quencher and a dominant brand. "First in Thirst" is the story of a phenomenon that grew from the practice fields of college football into a true icon of the way we play, watch, and experience sports - from the Pee Wees to the pros. Published to coincide with the 40th anniversary of Gatorade's invention, "First in Thirst" is equally a sports story, from its invention and testing with the University of Florida Gators to the "gatorade bath" and its near-universal appeal to athletes, coaches and sports fans everywhere.
First in Thirst
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Book Description
Editorial Reviews
From Publishers Weekly
What began in 1965 as the after-hours project of four University of Florida doctors, Gatorade has grown into an internationally renowned brand that today comprises 80 percent of the U.S. sports drink market it created. A lifelong Gatorade consumer and ESPN.com's sports business writer, Rovell locates the increasingly wide intersection of sports, business and popular culture, creating an account wide in scope, rich in details and sufficiently varied to keep the pages turning. Rovell's research pays big dividends in entertaining stories, relating, for instance, when Florida's head football coach, Ray Graves, initially allowed the doctors to test Gatorade, but only on his freshman team; or the late nights before games when the doctors could be found in the lab squeezing lemons into the concoction to mask its then-rancid taste; or Stokely Van-Camp's decision, when buying Gatorade from the doctors and their investors, to compensate the Gatorade Trust on a royalty structure instead of paying a flat $1 million fee, which "turned out to be a boon for the doctors. Instead of collecting a couple of hundred thousand dollars each, they were to earn more than $30 million each over the next 40 years;" and even criticism of Gatorade by those who assert the company "overpromotes hydration in order to promote its product." Throughout his account, Rovell reveals the many secrets of Gatorade's success, portraying the company as an ever-evolving pioneer that continually tweaks its business model to remain on top, a sports analogy to be sure.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"He [Rovell] writes a fascinating chronicle of how Gatorade’s superb marketing overcame obstacles."
-Detroit Free Press
“[A] fascinating new book….[Author] Rovell does an excellent job keeping a business story moving by interweaving plenty of sports and bigger picture ideas into First in Thirst. There is enough here for the businessperson, the sports fan and anyone who loves a story about how one small, simple idea could become so big.”
-Yahoo! Sports
“[A] fascinating new book."
-Yahoo! Sports
“[A] new book by ESPN business reporter Darren Rovell provides fascinating insights into original development—and sale—of Gatorade.”
-Beverage Digest
“…an account wide in scope, rich in details and sufficiently varied to keep the pages turning.”
-Publisher's Weekly
"It’s a lively book rich in detail."
-Steve Powers, Dallas Morning News anchor and nationally syndicated columnist
"...an engrossing read...the book is captivating."
-Business Ledger
"A good read about a product’s ups and downs for those into sports, business, or supposed hangover cures."
-BrandChannel.com
"...a fascinating business story."
-Mississippi Business Journal
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Customer Reviews
Most Helpful Customer Reviews
5 of 5 people found the following review helpful
By Sachin Gupta
Format:Hardcover
Amazing how Rovell was able to piece together such a detailed history of a product which was developed in a basement over 40 years ago. The relatively unknown early history of Gatorade at the University of Florida was fascinating. And the behind-the-scenes account of the part of Gatorade that we all know about, the commercials, was equally interesting and entertaining. I found myself singing 'Be Like Mike' and reminscing about the great Jordan commercials. I definitely would have paid a premium for an accompanying dvd of all the great Gatorade commercials. If you have any interest in Gatorade at all, this is an absolute must read. If you are interested in sports, business, or just want a good story, then First in Thirst is also for you.
3 of 3 people found the following review helpful
Format:Hardcover
I read through this book one night recently and it's a great read. The insight into the history and buisness dealings of Gatorade kept me glued to the book; I had to read it in one sitting. Many of my Gatorade questions were answered; I recall watching the Mia Hamm 'Thank You' Gatorade commercial with my wife and wondering why Michael Jordan was in it. First in Thirst explained their 'competititon' commercial and helped explain the backstory of how that ended up on the air, which led me to understand why MJ was in Mia's 'thank you'. I thought each chapter was well organized and thorough. I liked the treats at the end of the book, such as the list of Gatorade US flavor releases (what a trip down memory lane of my years running cross country) and the Bill Parcells memos. That's some great history archived there.
All in all, well done. I thoroughly enjoyed this read, and I'm sure in a number of years I'll pick it up off my bookshelf and go through it again.
All in all, well done. I thoroughly enjoyed this read, and I'm sure in a number of years I'll pick it up off my bookshelf and go through it again.
3 of 3 people found the following review helpful
Format:Hardcover
Rovell quenched my need for the first riveting Gatorade sports marketing book ever written. He didn't miss a beat in his passionate chronicle of Gatorade's inventors, memorable moments in sports history and Gatorade's rise to become an iconic brand. Rovell's journalistic integrity and skillful writing was quite evident and made me not want to put the book down. Rovell has given me the gift of a perfect, light hearted, easy read that anyone will enjoy.
Most Recent Customer Reviews
3.0 out of 5 stars
Good book - a little too much on the fanboy side though
I enjoyed most of this book, but the author crosses into fan too much. Also the last like 3 chapters are total filler. Good overall.
Published 5 months ago by noah38
4.0 out of 5 stars
A good business read
Being a business student I can relate to the issues that Gatorade faced with branding and image. I really enjoyed the creative marketing approaches Gatorade used to become the #1... Read more
Published 9 months ago by Bert V
5.0 out of 5 stars
Loved this book
I am not a sporty type, nor am I an American so most of this book was foreign to me. But it was fascinating and a real interesting read. Read more
Published 23 months ago by Julietted
2.0 out of 5 stars
Did We Read the Same Book?
Purchased for the hype but let down by the style. It reminds me of the effusive praise I had in 2001 as a freshmen student in Economics for Tyco and Dennis Kozlowski. Read more
Published 23 months ago by Armand Van Helsing
4.0 out of 5 stars
Excellent book, falls just short of 5 stars for me though
I hate being the lone non-5star review for this, but it fell just short for me. There are moments in the book where the names and years are too convoluted to follow perfectly. Read more
Published on December 28, 2009 by Robert Cowper
5.0 out of 5 stars
Quench your thirst for entertaining insight into an American icon
Many products boast of unique stories about their respective "Genesis moment" when they came into existence, but few can rival the storied history behind Gatorade®, which was... Read more
Published on March 10, 2009 by Rebecca Clement
5.0 out of 5 stars
Great read
I loved reading this book, it gives an excellent historical overview of the development of gatorade and also gives some lessons learned from what they have done.
Published on November 22, 2008 by omar
5.0 out of 5 stars
Quench your thirst for knowledge by reading this book!
Hands down, this book was one of the best business success story books I have ever read. It was not as dull and boring as one may think, since the author incorporated a great deal... Read more
Published on February 21, 2007 by Jason Peikoff
5.0 out of 5 stars
Interesting look at an interesting company
I was initially skeptical about a book on this sports drink but it turned out to be a very interesting purchase. Read more
Published on December 17, 2006 by Lehigh History Student
5.0 out of 5 stars
Inside Look
Rovell takes an inside look at how and the process of gatorade became a house hold name and the marketing it took to get there.
Published on June 22, 2006 by Dr Adam Weiss
Citations (learn more)
This book cites 22
books:
See all 22 books this book cites
- The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands by Al Ries in Back Matter (1), and Back Matter (2)
- Hang Time: Days And Dreams With Michael Jordan by Bob Greene on page 112, and Back Matter
- Hard Nose: The Story of the 1986 Giants by Jim Burt in Back Matter
- Lance Armstrong (Benchmark All-Stars) by Michael Bradley on page 213
- Derek Jeter (Benchmark All-Stars) by Michael Bradley in Back Matter
See all 22 books this book cites
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