The Argentine superstar counted with the backing of companies like Adidas, Pepsi, EA Sports, Herbalife, and Audemars Piguet, among others.

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Gatorade, which is owned by Pepsi, is the sports drink of choice for all four major sports, and should see a little bit of an increase in sales.

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"The XGames cut through the clutter, " says John Galloway, sports-marketing director at Pepsi-Cola North America.

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But the product catching everybody's fancy is the sports beverage Gatorade, which has cornered 80% of the sports-drink market, dwarfing Coke's Powerade and Pepsi's AllSport.

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"Pepsi has the leading market share in the U.S. in sports drinks, ready-to-drink coffee, bottled water, juice drinks, ready-to-drink teas and the number two position in carbonated soft drinks, " notes Stack.

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Former soda companies such as Coca-Cola and Pepsi have redefined themselves as beverage companies, reaping new business from products like bottled water and sports drinks.

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While Coke, Pepsi, and Dr Pepper Snapple have all aggressively expanded their portfolios to include faster-growing products like sports drinks and fruit juices, a prolonged drop in U.S. soda revenues would represent a serious blow.

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