Powerade seals RFU agreement to back England

by Staff, Marketing 16-Nov-05

LONDON Powerade, the energy drink brand owned by Coca-Cola, has signed a three-year deal with the Rugby Football Union to become the official sports drink of the England team.

Powerade, which is already the official sports drink of the Wales, Ireland, Australia and New Zealand rugby union teams, replaces GlaxoSmithKline's Lucozade Sport, which has been an RFU partner for more than 10 years.

The sports drink will benefit from hoardings at matches as well as access to players for promotional purposes. The sports drink is also planning ticket-giveaway promotions that will run in The Sun and The Times.

Coca-Cola expanded the Powerade brand this summer with the launch of sports water Powerade Aqua+, endorsed by fitness trainer Matt Roberts and TV presenter Kirsty Gallacher.

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