Taken at face value, this is not necessarily a bad thing; Gatorade would have a relevant interest in failures of their product along with the successes. As long as there were no influence by Gatorade to produce successful results, the conflict of interest can be mitigated.
Arm's Length is the applicable theory here. Gatorade funds a study on the efficacy of it's product, but instead of paying the testers directly, a third party receives the money. Testers apply to this third party, one is chosen at random. Tester never knows who paid for the study, Gatorade never knows who the testers are, the third party just acts as a broker for the deal.
Perfect? No, but certainly better than Gatorade going directly to testers.