Four-time Olympic gold medallist Mo Farah has announced a new partnership with Maurten.
The deal will see the 34-year-old British distance runner become the startup’s latest brand ambassador, and his image will be used as the face of a number of marketing campaigns to promote the Swedish company’s recently launched line of sports drinks.
The announcement follows Farah’s dramatic defence of his 10,000m IAAF World Championships crown last Friday in London, when he held off stiff competition to secure his sixth career gold medal in the biennial athletics competition.
Commenting on the deal, Farah said: “Maurten’s sports drinks are the best out there. They have revolutionised sports hydration with a drink that is completely natural, very easy to take and containing much higher concentrations of energy than the traditional sports drinks. I am delighted to now become an official ambassador for the brand.”
Olof Sköld, chief executive and co-founder of Maurten, said: “Mo is the best and we're a young and ambitious company that rely on input from the absolute elite. Maurten has been playing an important role in Mo's preparations for this championship. And we'll continue to work together this fall, when Mo sets out to conquer the marathon distance, where nutrition and in-race hydration is extremely important.”
Farah, who is considered by some to be the greatest British athlete of all time, will run in his final track event on Saturday, when he will seek to retain his 5,000m world title before turning his attention to marathon running.