WHEN we think of athletes, we think of the healthiest, strongest, fittest people on the planet. We think they’re the epitome of health and strength. But, would you believe, all things being equal, couch potatoes have a better chance of living longer than athletes?

There’s a scientific explanation. Because of higher activity levels, there are extra, unmet nutritional demands on athletes.

Athletes use up more minerals than sedentary people, in case you wanna know. They sweat more in five years than couch potatoes do in 75 years. When a person sweats, he loses not just water, but 60 essential minerals. That’s the stuff that comes with the sweat. When any of the essential minerals are missing for any length of time, the result can be a degenerative disease, many of which are life-threatening. So, if athletes don’t get additional nutrients in their diets, their lives can be at risk. That’s what sports doctors say.

Athletes need more minerals, more amino acids, more enzymes and more phytonutrients and vitamins than you and me. They need more antioxidants to protect their bodies against the byproducts of exercise, too. They need more nutrients to guard them against inflammation and to help them heal better and faster from injuries. Nutrient lack or imbalance can lead to cell damage. So here’s the rule: The more active you are, the more nutrition you need.

BEING an elite athlete needs a good combination of good genes, good training, good conditioning and a sensible diet.

Carbohydrates and fats are important for athletes, but protein provides the much-needed energy for the body.

That is why the National Basketball Association (NBA) has announced a new multiyear marketing partnership agreement with Mengniu—a manufacturing and distribution company of dairy products in the People’s Republic of China, including Hong Kong and Macau, that manufactures dairy products under the Mengniu (Mongolian Milk) brand. (The name Mengniu literally means “Mongolian cow”).

The partnership aims to promote healthy lifestyles to young people in Asia by utilizing Mengniu’s and the NBA’s expertise in nutrition and sports, respectively. The partnership marks the extension of a very successful partnership forged in China in 2007, with Mengniu as the “Official Dairy Product” of the NBA in China.

Under the new agreement, Mengniu will team up with the NBA to promote the importance of sports and nutrition in six countries and territories in Asia—including Hong Kong, Indonesia, Macau, Malaysia, Singapore and the Philippines—through NBA-themed promotions, grassroots events and NBA media programs.

“We had a successful program bringing basketball training and nutrition to youth all over China through our grassroots and interactive consumer initiatives. We look forward to building upon these successful initiatives in Asia,” said Yang Wenjun, president of inner Mengniu Dairy (Group) Co. Ltd.

“We could not have found a better partner to educate the youth about the importance of nutrition than Mengniu, the No. 1 dairy company in China,” said Heidi Ueberroth, NBA president, Global Marketing Partnerships and International Business. “Health and fitness are central to both of our organizations, and we look forward to extending our partnership and our marketing programs to Asia.”

Mengniu was heavily integrated into grassroots events such as NBA Jam Van and NBA China Games 2007, part of the NBA’s 170 events in China this past year. Mengniu promoted the 2007 NBA Playoffs on 60 million milk cases in China, which was among the largest initiatives for the NBA in the region.

To further penetrate Asia, Mengniu and the NBA will create platforms to promote a healthy lifestyle to the youth across the league’s grassroots events, media programs and throughout Mengniu’s 4,000 retail locations.

Mengniu will be an associate partner of NBA Madness in Hong Kong, Singapore, the Philippines and Indonesia. NBA Madness, an interactive basketball-lifestyle event, returns this summer to bring the fun and excitement of the NBA to fans of all ages through a variety of basketball activities, musical performances and special appearances by NBA personalities.

Mengniu will promote the importance of nutrition and sports throughout these basketball activities and will provide nutrition tips to NBA fans at their booth throughout the event.

Mengniu will launch NBA-themed television, print and online advertising campaigns, as well as NBA-themed sales and fan promotions in all six markets. Mengniu products, such as Monmilk, which will have NBA-themed packaging, will also be available in more than 4,000 retail locations across Asia.

When the NBA Madness comes to Manila in June this year, expect nutrition to be a big part of the grassroots program.

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WHEN we think of athletes, we think of the healthiest, strongest, fittest people on the planet. We think they’re the epitome of health and strength. But, would you believe, all things being equal, couch potatoes have a better chance of living longer than athletes?