Athletics Ireland has unveiled a new partnership with Powerade.  The Coca Cola brand which recently stepped away from its relationship with the IRFU is to become the official sports drink of Irish athletics.
 
Powerade will be used by the athletes in training and competition to assist hydration and performance and to aid recovery. Ireland’s leading 400m athlete Brian Gregan was on hand to launch the new partnership at Morton Stadium in Santry.
Gregan currently lies top of the 2013 European Indoor rankings over 400m and will start as one of the favourites to take the title at the European Indoor Championships in Gothenburg, Sweden from the 1st-3rd of March.
 
Jennifer Branigan, Brand Activation Manager for Powerade Ireland, commented, “We’re delighted to be partnering with Athletics Ireland as Official Sports Drink this year. Powerade ION4 hydrates and fuels working bodies, giving athletes the potential to train harder, go for longer and perform better, to achieve what they are capable of”.
 
John Foley, Chief Executive of Athletics Ireland, commented, “Powerade is passionate about supporting athletics in Ireland. This is an exciting new partnership and we are looking forward to working with Powerade this year”.
In tomorrow’s Sport for Business we will carry an extensive interview with Jennifer Branigan who spent time with us outlining the reasons behind going with Athletics, what they hope to achieve and how the relationship will be activated using assets beyond Ireland.
Read more of our latest news and analysis on Sponsorship in Ireland

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