Powerade to hydrate Rugby League World Cup

Sports drink becomes latest partner of international tournament.

Powerade to hydrate Rugby League World Cup

Powerade has been announced as the official hydration partner of the Rugby League World Cup 2017 (RLWC2017) in both Australia and New Zealand.

The company will provide Powerade and water for all participating nations, match officials and RLWC2017 organising committee staff for the duration of the five-week event. The agreement covers both the men’s and women’s tournaments, which are being staged concurrently for the first time.

In a deal announced on Thursday, the Coca-Cola-owned sports drink will receive product and brand integration on the field of play, in dressing rooms and at pitchside during all 28 men’s matches and 12 women’s games. The arrangement will also give Coca-Cola Amatil full non-alcoholic pourage rights at the 11 tournament venues across Australia and New Zealand.  

Rohan Sawyer, general manager of commercial and marketing for RLWC2017, said: “Powerade is synonymous with hydration in sport and has a strong association with rugby league so RLWC2017 is pleased to welcome such an iconic brand to our corporate stable. RLWC2017 looks forward to partnering with Powerade and Coca-Cola Amatil to deliver the best ever Rugby League World Cup.”

Gaelle Boutellier, Coca-Cola Amatil’s director of category and marketing, added: “We’re excited to be the official hydration partner for the 2017 Rugby League World Cup - and we’re proud that Powerade will be front and centre at every game. We’re looking forward to a great World Cup, and a chance to showcase Powerade as the sports drink of choice for the world’s greatest teams.”

The men’s RLWC2017 is being co-hosted by Australia and New Zealand - with an additional three pool games in Papua New Guinea - from 27th October to 2nd December. The women’s tournament will only be staged in Australia and New Zealand, and takes place between 16th November and 2nd December.