SA Rugby and the British & Irish Lions have announced global hydration brand Powerade as the ‘Official Hydration Partner’ of the upcoming Lions tour of South Africa.
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 for match officials, organising committee staff and players.
“The British & Irish Lions Tour is a special sporting event that we are certainly honoured to be part of,” said Powerade Frontline Senior Marketing Manager, Ziyanda Malaba. “We are excited about our role as the official hydration partner of the World Cup-winning Springboks and the British & Irish Lions teams.”
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“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 SA Rugby CEO Jurie 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.