As part of the partnership agreement, Powerade will receive product and brand integration on the field of play and pouring rights in the sports drink category at all matches, in the dressing rooms.
Powerade will also be provided at pitch side to keep match officials, organising committee staff and players hydrated and refueled.
Powerade Frontline Senior Marketing Manager, Ziyanda Malaba, says even though the on-going COVID-19 pandemic has negatively impacted the sporting fraternity, the opportunity to get involved with the upcoming Tour was one they could not miss out on.
“The British & Irish Lions Tour is a once in a lifetime event that we are certainly honoured to be part of. We are excited about our role as the official hydration partner of the World Cup winning Springboks and The British & Irish Lions teams” she said.
SA Rugby CEO Jurie Roux thanked the Powerade team for their commitment to the game, even during the tough economic challenges the country is facing.
“The continued support we receive from our sponsors is vital to the success of the Springboks and in South Africa’s hosting of iconic global sporting events,” said Roux.
“Partnerships with brands such as Powerade allow us to maintain the quality of our teams and make sure we remain competitive on the biggest stage.”
Paul Stridgeon, Head of Strength & Conditioning for the British & Irish Lions also thanked the Powerade team for getting behind them and making sure their team is prepared for the African weather conditions.
“Optimal hydration will be critical to maintain the physical training standards required to ensure we remain competitive during our Tour. We are really grateful that Powerade has come on board to support us during our time in South Africa,” he said.
Powerade will further be rewarding rugby fans throughout the Castle Lager Lions Series and encourages fans to visit Powerade’s social media platforms and select retailer for more details on how they can stand a chance to win big! For more information, visit @PoweradeZA across Facebook, Twitter, and Instagram platforms.
The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is a total beverage company, offering over 500 brands in more than 200 countries and territories. In addition to the company’s Coca-Cola brand, our portfolio includes AdeS, Ayataka, Costa, Dasani, Del Valle, Fanta, Georgia, Gold Peak, Honest, innocent, Minute Maid, Powerade, Simply, smartwater, Sprite, vitaminwater and ZICO. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We’re also working to reduce our environmental impact by replenishing water and promoting recycling. With our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at Coca-Cola Journey at www.coca-colacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn. For more information about The Coca-Cola Company in South Africa, please visit: www.coca-cola.co.za. Please note, the legal entity trading name locally is Coca-Cola Africa PTY.