Sport Industry

THIRSTI Strikes Hydration Deal with SuperSport United


KwaZulu-Natal spring water brand, THIRSTI, has expanded into football by signing a three-year hydration deal with SuperSport United.

THIRSTI is already a partner of the Springboks, the Blue Bulls Company, Sharks Rugby, the Comrades Marathon, the Cape Epic, the Nedbank Running Club, and the THIRSTI AfricanX Trailrun series, but this is its first major deal in the football space.

SuperSport are three-time league winners and finished eighth in the DStv Premiership this season, following a win over Orlando Pirates in their final league game.

“As a brand, the plan wasn’t to announce until the new season,” said THIRSTI Managing Director Rob Hoatson. “But last night’s crucial 2-0 victory sees the team ride the crest of a wave – and we’re riding right with them! Their hard work has paid off. The club is professional and passionate with a patriotism for a podium finish from pipeline to professional. We believe that our sports sponsorship portfolio is indicative of the THIRSTI brand and the fact that we’re proud of the athletes we back, their health and their goals – and that as a brand, we’re behind them through and through.”

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“Quality hydration is an absolute essential for prime performance,” said SuperSport United CEO Stan Matthews. “We’re extremely pleased to partner with a supportive brand that backs South African sport, understands our athletes and goes above and beyond to ensure that every player at every level will be rewarded with Mother Nature’s best. I am particularly pleased with their ISOFIT+ range: lower in sugar than other sports drinks, the high carbohydrate, high sodium electrolyte-fuelled sports drink has been scientifically formulated to assist professional athletes. This partnership absolutely makes sense and we’re honoured that THIRSTI chose us as their soccer brand of choice.”

THIRSTI launched in 2015 with their still and sparkling water ranges and in 2019 released their electrolyte fuelled ISOFIT+ range, before taking the THIRSTI Flavours range to market.

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