Editing Powerade (section)

==Competition==
Powerade's main competitor is [[Gatorade]] marketed by the [[Quaker Oats Company]], a division of [[PepsiCo]].  Gatorade, which was branded at the University of Florida in 1965, was the first commercially available sports drink in the United States. It now holds a commanding share of the market. As of 2011, Gatorade held a 70% market share compared to Powerade's 28.5%.<ref name="AdAge Article">{{cite web|url=http://adage.com/article/news/watch-spot-2-powerade-launches-underdog-campaign/233082/|title=Watch the Spot: No. 2 Powerade Launches 'Underdog' Campaign - News - Advertising Age|author=Shareen Pathak.|date=2 March 2012|work=adage.com|access-date=6 April 2015}}</ref>

[[All Sport]] is a competitor marketed by All Sport, Inc. and distributed by [[Jel Sert]]. All Sport was marketed by PepsiCo until 2001, when Gatorade's maker, the [[Quaker Oats Company]] was acquired by PepsiCo. All Sport was sold to the [[Monarch Beverage Company]] soon after. Powerade and All Sport have each been distributed through their own direct store deliver channels.<ref>{{Cite journal|title = Assessing the Consequences of a Channel Switch|jstor = 40057143|journal = Marketing Science|date = 2008-05-01|pages = 398–416|volume = 27|issue = 3|first1 = Xinlei (Jack)|last1 = Chen|first2 = George|last2 = John|first3 = Om|last3 = Narasimhan|doi=10.1287/mksc.1070.0311}}</ref> It was subsequently purchased by Gary Smith, the Chairman & CEO of All Sport, Inc. of Austin, Texas.

Outside the United States, the [[Lucozade]] [[energy drink]] (manufactured since 1927 by the pharmaceutical company now known as [[GlaxoSmithKline]]) competes with Powerade.{{citation needed|date=January 2024}} Lucozade's formulation differs in that it uses primarily [[glucose]] and contains caffeine. The more direct competitor to Powerade and Gatorade is Lucozade Sport.