Fan Support Impacts Players On-Ice Performance, Research Proves

TORONTO, ONTARIO, Aug 27 (MARKET WIRE) --
Editors Note: There are two videos associated with this Press Release.

A new study released by Laurentian University's Institute for Sport
Marketing (ISM) confirms what every die-hard fan already instinctively
believes: cheering on a hockey team does have an impact on player's
performance and in combination with other factors, can help influence the
outcome of even the most nail-biting of games.

The study, which surveyed 24 members of the national women's hockey team,
found that 66.6% believe a supportive Canadian crowd at a major
championship was important or very important to their performance. This
finding was supported by additional research of almost 200
high-performance Canadian hockey players which agreed that while cheering
isn't as crucial as physical preparation or coaching, the impact of a
supportive environment was important or very important to enhancing their
on-ice performance.

ISM followed a three-part method for the study that established home
advantage as important, identified and articulated the key factors for
the women's national team's on-ice performance from a potential list of
all types of factors, including six related to fan support, and validated
this with a broader sample of hockey players from across Canada and with
varying levels of experience.

"When we examined 33 possible variables affecting players during a game,
we found that while obvious factors like coaching, mental training, high
performance support, and physical preparedness are paramount to all
athletes for optimum performance, cheering can also impact the on-ice
performance of both our elite national women's ice hockey team and other
high performance players surveyed," said Professor Norman O'Reilly, who
led Laurentian University's study. "These results confirm what fans have
believed all along - that crowd support is an integral part of
competition and has the ability to play a supporting role in changing the
outcome of a game."

The study also suggests that fans who relish jeering or booing the
opposing team may make better use of their efforts by showing support for
their own team instead. Results uncovered only two of the 24 members of
the women's national team indicated that booing was an important or very
important factor to limiting their on-ice performance. This suggests
their experience playing at major championships has them block out
negative distractions like an unfriendly crowd, a finding supported by
previous research.

"As a player, I always felt a rush of adrenalin when I stepped on the ice
to the sounds of screaming fans," said Cassie Campbell, former team
captain of the Canadian women's national hockey team and winner of two
Olympic gold medals in 2002 and 2006. "When you know you have the support
of your fans and your country, there's nothing stopping you from going
the distance and giving all you've got in order to win."

Though Canadians are enjoying the last weeks of summer, today's release
of the findings comes at a time when the country's national teams -
including the men's, women's and juniors - have begun training for the
upcoming season which begins with the annual IIHF World Junior
Championships competition starting on December 26, 2009 in Saskatoon and
Regina, Saskatchewan. Given Canada's dominance of the IIHF World Junior
Championships over the past five consecutive years, Canadian hockey fans
are hopeful that this year will see the team continuing the country's
gold medal-winning streak.

Pepsi, Gatorade helping hockey fans develop a unified voice

Recognizing the lack of a uniquely Canadian hockey cheer to support
Hockey Canada's national teams at high-level competitions like the IIHF
World Junior Championship, the Pepsi and Gatorade brands are launching a
movement to help unify the voices, hearts and spirits of hockey fans in
order to show their support for teams at all levels of competition.
Beginning September 4 to October 9, 2009, Canadian hockey fans can upload
a video, or picture plus audio clip or text and photo in English, French
or in both languages, of what they think Hockey Canada's national cheer
should be. The winning cheer will be revealed at the IIHF World Junior A
Challenge on November 8, 2009.

"Other teams have coined cheers, like Manchester United's Come On You
Reds or the New Zealand's unique Kapa o Pango which also features dance
moves meant to intimidate the opposing team," noted Dale Hooper, vice
president of marketing for PepsiCo Beverages Canada, a business unit of
PepsiCo Canada ULC. "Even though Canada has the strongest hockey teams
and the most passionate fans in the world, we don't have a cheer - a
unified voice - used by all Canadians to show our encouragement and pride
in our country and players. Pepsi and Gatorade are thrilled to be able to
give hockey fans the chance to create a national cheer and movement to
encourage our teams to victory, starting at the World Juniors in
Saskatoon."

During the voting period from October 19 to November 1, 2009, fans can
cast their vote for their favourite cheer. The winner will be rewarded
with a once-in-a-lifetime VIP trip for two to the 2010 IIHF World Junior
Hockey Championship in Saskatoon and a trip for two to the 2010 IIHF
World Championship in Germany where they will be given the opportunity to
lead the Canadian fans with their winning cheer with the support of
Cameron Hughes, professional sports fan. Fans who cast a vote for the
winning cheer will have a chance to instantly win various 'cheer gear'
prizes and the chance to win an autographed Team Canada World Junior team
replica jersey.

"No matter where in the world Team Canada plays, beginning with the
endless hours spent training to the moment the team takes to the ice, the
players represent the values and traditions associated with the sport of
hockey and of our country," said Bob Nicholson, president and CEO, Hockey
Canada. "We're delighted to be a part of the Pepsi and Gatorade brands'
movement to give Canadian hockey fans the opportunity and large-scale
forum to create an unmistakable and uniquely Canadian cheer to show the
world their pride, passion and encouragement."

For more information on the movement to create a national hockey cheer,
research findings or for additional contest details, please visit
www.pepsi.ca.

About PepsiCo

PepsiCo Beverages Canada, a business unit of PepsiCo Canada ULC is a
leader in the Canadian beverages industry and markets a variety of
beverages under the following trade-marks: PEPSI, DIET PEPSI, 7UP,
MOUNTAIN DEW, MUG, AQUAFINA, SOBE, LIPTON and BRISK ICED TEAS, STARBUCKS
BOTTLED FRAPPUCCINO, GATORADE, DOLE and TROPICANA.

About Gatorade(R)

The Gatorade portfolio includes the nation's leading sports drink(i),
Gatorade thirst quencher, as well as G2(R) electrolyte beverage and
Propel Fit Water(R) vitamin enhanced water. Gatorade is designed to meet
the needs of all athletes, no matter where they're active, is backed by
more than 40 years of research and is scientifically formulated and
athletically proven to quench thirst, replace fluids and provide
carbohydrate energy for athletic performance. G2 is a 30-calorie
electrolyte beverage. Propel Fit Water is a lightly flavored
vitamin-enhanced water with just 25 calories per 591 mL bottle. PepsiCo
Canada's overall hydration portfolio includes leadership brands Gatorade
and Aquafina(R). For more information, please visit http://gatorade.ca
and http://pepsi.ca

(i) Nielsen MarketTrack Dollar Volume YTD July 4, 2009.

To view the videos associated with this press release, please visit the
following links:

www.youtube.com/watch?v=Ie8i4mT8Zro

www.youtube.com/watch?v=xrj8NGwqdUY

Contacts:
For more information and interview requests, please contact:
Fleishman Hillard
Janessa Bishop
416-598-5774
Janessa.bishop@fleishman.ca

Copyright 2009, Market Wire, All rights reserved.

-0-