Does the University of Florida Still Make Money Off Gatorade?

George Frey, Getty Images
George Frey, Getty Images

In September 1965, 10 freshmen players on the University of Florida's Gators football team agreed to let the school's kidney disease specialist, Robert Cade, assess their hydration levels during practices. He took urine samples. He interviewed athletes. He asked to take their rectal temperature during games.

The players agreed to all but the last request. In analyzing his results, Cade discovered that the wilting heat, coupled with a lack of hydration, resulted in subjects who were very low on electrolytes like sodium and potassium, sometimes losing six to nine pounds of water per practice session—with some footballers having anecdotes of 15 to 20 pounds lost during games. Cade felt that players suffered from low blood volume and low blood sugar. Many, in fact, were being hospitalized after overexerting themselves without drinking enough water, traditionally seen as a way of building toughness in players. Those who remained on field were surely not playing up to their potential.

Cade mixed water, sugar, salt, and lemon juice, then ordered them to drink the solution to keep their bodies in balance. By 1967, the Gators were all consuming "Gatorade," and incidences of heat stroke fell sharply. The Gators secured a 9-2 record in 1966; the team became renowned for their renewed energy during the second half, and ignited a transformation in sports science. Decades later and backed by a massive promotional machine, Gatorade has permeated both professional sports and amateur athletics alike, replenishing electrolytes lost during physical activity. Roughly 632 million cases were sold in 2013 alone.

With the sports drink having been born on the Gators's playing field and invented by a University of Florida employee, it's not hard to see why both Cade's estate (he died in 2007) and the school get a percentage of royalties from sales, an agreement that's still in place today. But if they had their way, the university would be getting all of it.

A University of Florida coach is soaked in Gatorade by his players after a win
Donald Miralle, Getty Images

After Cade and his co-researchers finalized Gatorade’s formula, Cade approached the school's head of sponsored research to see if they wanted to come to an arrangement over the rights to the drink (Cade wanted $10,000) and determine if they wanted to try and sell it to a national distributor. According to Cade, University of Florida (UF) officials weren't interested, so he struck a deal with beverage maker Stokely Van-Camp in 1967.

Stokely's offer was for Cade and his cohorts—now known as the Gatorade Trust—to receive a $25,000 cash payment, a $5000 bonus, and a five-cent royalty on each gallon of Gatorade sold. When UF realized that they had been shortsighted in assessing the brand's mass market appeal—and that they were missing out on profits—they allegedly told Cade that the drink belonged to them.

"Go to hell," Cade responded, a statement that kicked off several years of litigation.

While Cade was a university employee, funds for his work actually came from the government—specifically, the Department of Health. He also managed to avoid signing an agreement solidifying his inventions as school property. For these reasons, and because both sides anticipated an endless and costly legal jiu-jitsu match in their futures, the two accepted a federal ruling in 1972. The Gatorade Trust would continue to receive their royalties, and the school would take 20 percent of the disbursement.

Initially, that meant one cent for every gallon of Gatorade sold, a fraction of the five cents owed to the Trust. In September 1973, following the first full year of the agreement, UF made $115,296 in royalties and earmarked the funds for kidney research and marine science.

Gatorade cups are shown stacked in a locker room
J. Meric, Getty Images

That's a considerable sum, but it's nothing compared to what poured out in the decades to come. When Stokely Van-Camp was purchased by Quaker Oats in 1983, they kicked off a heavy promotional campaign that highlighted Gatorade in commercials and sponsored teams. Coaches began getting doused with jugs full of Gatorade following big victories. When PepsiCo bought Quaker for $13.4 billion in 2000, they leveraged their marketing muscle to further engender the brand.

Consequently, both the Gatorade Trust and UF have profited immensely. As of 2015, the Trust had earned well over $1 billion in royalties, with 20 percent, or about $281 million, going to UF. The five-cent per gallon formula has been replaced by a percentage: between 1.9 percent and 3.6 percent depending on how much Gatorade is sold annually, according to ESPN's Darren Rovell, with the University taking a fifth of that. The funds have been invested in the school's Genetics Institute, the Whitney Marine Laboratory in St. Augustine, and to help disperse seed money for grants.

The school naturally has an affinity for the stuff, but that can occasionally come into conflict with other marketing deals. In 2016, the University of Florida’s women's basketball team played in the NCAA Tournament, which was sponsored by Powerade, a competing sports drink made by Coca-Cola. As a compromise, the players dumped their Gatorade into Powerade bottles and cups. The beverage born on campus—one that's netted them nearly $300 million to date—always comes first.

Have you got a Big Question you'd like us to answer? If so, let us know by emailing us at bigquestions@mentalfloss.com.

Why Do People Get Ice Cream Headaches?

CharlieAJA, istock/getty images plus
CharlieAJA, istock/getty images plus

Reader Susann writes in to ask, "What exactly is the cause of brain freeze?"

You may know an ice cream headache by one of its other names: brain freeze, a cold-stimulus headache, or sphenopalatine ganglioneuralgia ("nerve pain of the sphenopalatine ganglion"). But no matter what you call it, it hurts like hell.

Brain freeze is brought on by the speedy consumption of cold beverages or food. According to Dr. Joseph Hulihan—a principal at Paradigm Neuroscience and former associate professor in the Department of Neurology at the Temple University Health Sciences Center, ice cream is a very common cause of head pain, with about one third of a randomly selected population succumbing to ice cream headaches.

What Causes That Pain?

As far back as the late 1960s, researchers pinned the blame on the same vascular mechanisms—rapid constriction and dilation of blood vessels—that were responsible for the aura and pulsatile pain phases of migraine headaches. When something cold like ice cream touches the roof of your mouth, there is a rapid cooling of the blood vessels there, causing them to constrict. When the blood vessels warm up again, they experience rebound dilation. The dilation is sensed by pain receptors and pain signals are sent to the brain via the trigeminal nerve. This nerve (also called the fifth cranial nerve, the fifth nerve, or just V) is responsible for sensation in the face, so when the pain signals are received, the brain often interprets them as coming from the forehead and we perceive a headache.

With brain freeze, we're perceiving pain in an area of the body that's at a distance from the site of the actual injury or reception of painful stimulus. This is a quirk of the body known as referred pain, and it's the reason people often feel pain in their neck, shoulders, and/or back instead of their chest during a heart attack.

To prevent brain freeze, try the following:

• Slow down. Eating or drinking cold food slowly allows one's mouth to get used to the temperature.

• Hold cold food or drink in the front part of your mouth and allow it to warm up before swallowing.

• Head north. Brain freeze requires a warm ambient temperature to occur, so it's almost impossible for it to happen if you're already cold.

This story has been updated for 2019.

Why Does Humidity Make Us Feel Hotter?

Tomwang112/iStock via Getty Images
Tomwang112/iStock via Getty Images

With temperatures spiking around the country, we thought it might be a good time to answer some questions about the heat index—and why humidity makes us feel hotter.

Why does humidity make us feel hotter?

To answer that question, we need to talk about getting sweaty.

As you probably remember from your high school biology class, one of the ways our bodies cool themselves is by sweating. The sweat then evaporates from our skin, and it carries heat away from the body as it leaves.

Humidity throws a wrench in that system of evaporative cooling, though. As relative humidity increases, the evaporation of sweat from our skin slows down. Instead, the sweat just drips off of us, which leaves us with all of the stinkiness and none of the cooling effect. Thus, when the humidity spikes, our bodies effectively lose a key tool that could normally be used to cool us down.

What's relative about relative humidity?

We all know that humidity refers to the amount of water contained in the air. However, as the air’s temperature changes, so does the amount of water the air can hold. (Air can hold more water vapor as the temperature heats up.) Relative humidity compares the actual humidity to the maximum amount of water vapor the air can hold at any given temperature.

Whose idea was the heat index?

While the notion of humidity making days feel warmer is painfully apparent to anyone who has ever been outside on a soupy day, our current system owes a big debt to Robert G. Steadman, an academic textile researcher. In a 1979 research paper called, “An Assessment of Sultriness, Parts I and II,” Steadman laid out the basic factors that would affect how hot a person felt under a given set of conditions, and meteorologists soon used his work to derive a simplified formula for calculating heat index.

The formula is long and cumbersome, but luckily it can be transformed into easy-to-read charts. Today your local meteorologist just needs to know the air temperature and the relative humidity, and the chart will tell him or her the rest.

Is the heat index calculation the same for everyone?

Not quite, but it’s close. Steadman’s original research was founded on the idea of a “typical” person who was outdoors under a very precise set of conditions. Specifically, Steadman’s everyman was 5’7” tall, weighed 147 pounds, wore long pants and a short-sleeved shirt, and was walking at just over three miles per hour into a slight breeze in the shade. Any deviations from these conditions will affect how the heat/humidity combo feels to a certain person.

What difference does being in the shade make?

Quite a big one. All of the National Weather Service’s charts for calculating the heat index make the reasonable assumption that folks will look for shade when it’s oppressively hot and muggy out. Direct sunlight can add up to 15 degrees to the calculated heat index.

How does wind affect how dangerous the heat is?

Normally, when we think of wind on a hot day, we think of a nice, cooling breeze. That’s the normal state of affairs, but when the weather is really, really hot—think high-90s hot—a dry wind actually heats us up. When it’s that hot out, wind actually draws sweat away from our bodies before it can evaporate to help cool us down. Thanks to this effect, what might have been a cool breeze acts more like a convection oven.

When should I start worrying about high heat index readings?

The National Weather Service has a handy four-tiered system to tell you how dire the heat situation is. At the most severe level, when the heat index is over 130, that's classified as "Extreme Danger" and the risk of heat stroke is highly likely with continued exposure. Things get less scary as you move down the ladder, but even on "Danger" days, when the heat index ranges from 105 to 130, you probably don’t want to be outside. According to the service, that’s when prolonged exposure and/or physical activity make sunstroke, heat cramps, and heat exhaustion likely, while heat stroke is possible.

Have you got a Big Question you'd like us to answer? If so, let us know by emailing us at bigquestions@mentalfloss.com.

This article has been updated for 2019.

SECTIONS

arrow
LIVE SMARTER