And now to Marketplace Sports! Alabama won the national championship in college football last night.

And of course a big tradition for any team that wins is the whole dumping the cooler full of gatorade on the coach thing.

So in today’s Mid-day Extra, we explore the culture and economics of the Gatorade shower.

Monica Hesse is style reporter for the Washington Post, and she recently did a profile on the ritual.

She says that while today, many drink companies like Gatorade intentionally make partnerships with sports team, when the Gatorade dump began back in the ’80s, it was much more organic.