As the build-up to the Men’s Rugby World Cup begins to accelerate we will see an increasing number of brands signing up with brand ambassadors from the Ireland team.
One of the first new deals has been revealed this morning with Full Back Hugo Keenan confirmed as representing Optimum Nutrition.
He joins an elite team including England rugby player Marcus Smith, and Irish athletes Emma Duggan, Sean Finn and Nadia Power.
Optimum Nutrition is also the Performance Nutrition partner of Leinster Rugby, providing its Elite Series product range and nutritional guidance to both men’s and women’s Senior Leinster Rugby squads.
The partnership is activated under the brand’s platform ‘There’s more of you in you’, which focuses on the idea that everyone has more inside them and how Optimum Nutrition supports motivated athletes and fitness enthusiasts as they work to unlock their potential.
Through the partnership with Leinster Rugby, Optimum Nutrition educates players on the importance of a food-first diet for elite performers and continues to make high-quality sports nutrition products available to players.
In his role as brand ambassador, Hugo Keenan will be offering a unique up close and personal insight into his training and nutrition via his social channels and bespoke content developed for the partnership.
“We are delighted to announce and welcome Hugo Keenan to the Optimum Nutrition team,” said Hugh McGuire, CEO of Glanbia Performance Nutrition.
“Hugo embodies our high-performance goals and having had another standout season for Leinster, we are thrilled he has come onboard as one of our Optimum Nutrition ambassadors.”
“We are also delighted to work with Leinster Rugby as their Performance Nutrition Partner. The players and staff at Leinster Rugby share our values and epitomise our platform ‘There’s more of you in you’ through their consistency each season and drive to win.”
“We look forward to seeing more brilliant rugby from Hugo in a Leinster jersey over the coming season and wish him the best of luck in France this Autumn.”
“I’m delighted to join Optimum Nutrition as one of their brand ambassadors alongside some fantastic athletes I admire,” added Keenan.
“Nutrition is a massive part of rugby and high-performance sport, providing the building blocks for each training session and match. With Optimum Nutrition as a partner, my Leinster Rugby teammates and I know we will be provided with the very best nutrition products for elite athletes, playing a significant role in support of our goals each season.”
Sport for Business Perspective:
There is significant evidence that the right brand ambassador drives strong levels of affinity for a brand and being part of the Irish Rugby World Cup team will elevate Keenan’s profile to its highest level.
There will be a window in which he will activate his personal as opposed to team deals and it will be interesting to see how Glanbia delivers through content and social media channels.
