I'm actually annoyed at my kid's football coach about this subject. We encourage our kids to drink water instead of sugary sports drinks drinks. We've taught them that when they're REALLY working hard, they can have PowerAid Zero (yes electrolytes, no sugar, no calories). These are kids, after all, and a "hard workout" for them lasts 45-60 minutes, consuming calories isn't the issue like it is in endurance sports.

Anyway, my son's coach told all the players he "wanted them drinking chocolate milk" because it's a "great recovery drink". Now my son (who's an impressionable 13 year old) wants to suck down 2000 calories of Nestle NesQuick (i.e. sugar) every day. Sigh. We're working on re-programming him.