Core Viewpoint - The article discusses the shift in beverage companies, particularly Pepsi and Coca-Cola, towards using natural ingredients in response to health concerns and consumer demand for healthier products [1][2][3]. Group 1: Company Initiatives - PepsiCo announced that it will consider using cane sugar in its beverages if there is consumer demand, following a statement from President Trump regarding Coca-Cola's potential shift to cane sugar [1]. - PepsiCo's CEO Ramon Laguarta emphasized the company's commitment to enhancing the image of its snacks, particularly Lay's, by promoting them as made from simple, natural ingredients without artificial additives [2]. - The company plans to replace previously used oils with healthier alternatives like avocado oil and olive oil across its brands, aligning with the "Make America Healthy Again" campaign [2]. Group 2: Industry Trends - The "Make America Healthy Again" campaign, led by U.S. Health Secretary Alex Azar, is advocating for the removal of high fructose corn syrup, seed oils, and artificial colors from food products, citing health concerns associated with these ingredients [2]. - Many U.S. food manufacturers are responding to this movement by announcing plans to eliminate artificial colors from their products and introducing new offerings that do not contain these additives [2][4]. - PepsiCo has already launched Simply branded snacks that are free from artificial colors and flavors, indicating a trend towards more natural product lines in the snack industry [3][4].

Core Insights - The "Su Super" league has seen a significant increase in sponsorship, growing from 6 sponsors at the start to 19 sponsors by June 13, indicating strong commercial interest and engagement in the league [1][3]. Sponsorship Growth - The initial sponsors included Jiangsu Bank as the main title sponsor, with strategic partners and other sponsors totaling 6 [1]. - By the fourth round of matches, the number of sponsors had expanded to 19, with new strategic partners such as Longpan Technology, Ideal Auto, and KFC joining the league [1]. - The league's official sponsors increased to 5, with new additions like Nubia and Yili, while the number of official suppliers rose to 4 [1]. Comparison with Other Leagues - The number of sponsors for "Su Super" has surpassed that of the 2025 Chinese Super League (CSL), which had fewer than 10 sponsors listed [4]. - Despite the higher number of sponsors, the sponsorship fees for "Su Super" are significantly lower than those for the CSL, with the entire season's sponsorship price reaching 3 million yuan, while the CSL's title sponsorship can exceed 100 million yuan [4][5].

Core Viewpoint - The "Su Super" football league in Huai'an has gained significant popularity, evidenced by a substantial increase in attendance and sponsorship, indicating a successful event that contributes to local economic growth [1][2][3] Group 1: Event Attendance and Impact - The recent match in Huai'an attracted over 26,000 spectators, a notable increase from the previous match which had over 10,000 attendees, showcasing the growing interest in the "Su Super" league [1] - The event is reported to be the largest sports event ever held in Huai'an, highlighting its significance in the local sports landscape [1] Group 2: Sponsorship Growth - The number of sponsors for the event has increased, with local companies like Jiangsu Bank and Longpan Technology, as well as external brands such as JD.com and Heineken, participating [1] - Some sponsors, including JD.com, joined later, indicating a rising interest in associating with the event as it gains traction [1] Group 3: Cultural and Tourism Integration - The timing of the "Su Super" event coincided with the local Lobster Festival, enhancing the cultural and tourism appeal of Huai'an [2] - Promotional advertisements linking local delicacies like salted duck and crayfish to the "Su Super" event were prominently displayed at the Huai'an East High-speed Railway Station, further promoting local tourism [2]

Core Viewpoint - The article discusses the declining popularity of Gatorade among NBA players, highlighting a shift towards personalized nutrition and athlete independence in brand endorsements [3][5][10]. Group 1: Brand Perception and Athlete Behavior - Gatorade, once a staple in NBA locker rooms, is now often rejected by players, with stars like Stephen Curry and Kawhi Leonard openly expressing their disdain for the brand [3][5]. - Many players are opting for personalized drink options, often created by their nutritionists, indicating a trend towards individualized nutrition solutions [5][9]. - The behavior of players hiding or rejecting Gatorade during press conferences raises questions about the brand's current standing among athletes [3][5]. Group 2: Endorsement Conflicts and Market Dynamics - NBA players are increasingly aligning with competing brands, such as LeBron James with Powerade and Klay Thompson with BodyArmor, leading to conflicts with Gatorade [7][10]. - Gatorade has not secured endorsement deals with all NBA players, resulting in feelings of being "forced" to promote the brand among those who are not affiliated [7][10]. - The traditional sponsorship model is being challenged as athletes seek more involvement in product development and brand partnerships [9][19]. Group 3: Impact of Athlete Actions on Brand Value - High-profile rejections of brands by athletes can lead to significant media attention, which may paradoxically increase interest in the rejected products, as seen with Gatorade's search volume spike following Curry's actions [17][19]. - The article draws parallels with other sports, noting similar instances where athletes have rejected sponsor products, impacting brand perception and market value [10][12]. - The need for brands to adapt to changing athlete expectations and consumer preferences is emphasized, suggesting that brands must focus on product quality and user experience rather than solely relying on celebrity endorsements [15][19]. Group 4: Future of Brand-Athlete Relationships - The article suggests that brands must evolve from viewing athletes as mere promotional tools to recognizing them as co-creators of value, fostering a more collaborative relationship [14][19]. - The decline in the effectiveness of celebrity endorsements, particularly among younger consumers, indicates a shift towards authenticity and shared values in brand relationships [19]. - Gatorade's role as a sponsor is crucial for the financial ecosystem of the NBA, yet the brand must navigate the changing landscape of athlete preferences and market dynamics to maintain relevance [19].