Powerade Sign 'Take to the Streets' Partnership Deal

As the official hydration partner of Team GB, the RFU and The Football League Powerade works closely with elite coaches and scientists to ensure their athletes remain hydrated and energised both in training and in competition.

09/01/09 Powerade announce a new deal to become the Official Sports Drink of ‘Take To The Streets' and the Great Event Series, including the Bupa Great North Run.

The deal, which will run until 2011, will see Powerade become a vital hydration and performance partner to the popular mass participation series. The scientifically developed sports drink will be provided to all participants along with essential hydration and training advice before, during and after each event. Powerade will also have a fully branded presence at each event and will support ‘Take To The Streets' in advising participants through specific websites and additional materials.

The ‘Take To The Streets' initiative, organised by Nova International, aims to get more people active by encouraging them to complete one of the Great Events, such as the Bupa Great North Run.  And with the events proving more popular than ever the series is expanding in 2009 to include swimming, cycling and even dancing, meaning there is something for everyone to get active for in 2009.

Cathryn Sleight, Marketing Director Coca-Cola GB, commented "We are delighted to announce this new partnership. Powerade has a fantastic heritage of helping elite athletes achieve their potential on the world stage, but this relationship is about delivering the same benefits to the thousands of people that will be competing in their own Great events." 

Brendan Foster CBE, Chairman of Nova International, commented "Our new strategic partnership with Powerade is extremely exciting for 'Take To The Streets' and the Great Events programme. We aim to provide the best possible advice and products to our competitors to ensure they get the most out of their experience and we feel that Powerade is perfect for delivering this. Their extensive knowledge and experience from working with top athletes, such as our medal winners in Beijing, proves they have what it takes to help 'Take To The Streets' and its participants achieve their maximum potential."

Powerade is specially formulated to ensure peak performance is maintained through hydration. Powerade has been scientifically designed to offset the impact of dehydration by replacing fluids and body salts lost during exercise.

As the official hydration partner of Team GB, the RFU and The Football League Powerade works closely with elite coaches and scientists to ensure their athletes remain hydrated and energised both in training and in competition.