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Amherst Company Sues Gatorade over Bills Sponsorship

By Mark Scott

Buffalo, NY – Amherst-based Enlyten Incorporated is suing Gatorade, accusing the sports drink maker of squashing a marketing deal between Enlyten and the Buffalo Bills.

Enlyten, which makes electrolyte strips for athletes, says Gatorade pressured the Bills to remove their name during the nationally-televised Monday night game earlier this month. Gatorade provides electrolytes in their drinks.

Enlyten attorney Michael Powers says the company should be allowed to compete in the marketplace.

"Gatorade has over 70 percent of this market," Powers said. "Rather than fighting fair and competing on a level playing field, Gatorade pressured the NFL to pressure the Buffalo Bills into cancelling most of the benefits from the sponsorship agreement that Enlyten had with the Bills."

Enlyten still has sponsorships with several other NFL franchises. The company is owned by Dan Kelly, the brother of former Bills Quarterback Jim Kelly.