Powerade extends backing of Paralympic World Cup

Coca-Cola's isotonic drinks brand Powerade has extended its partnership with the BT Paralympic World Cup.

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Coca-Cola’s isotonic drinks brand Powerade has extended its partnership with the BT Paralympic World Cup.

Powerade has been named as the official sports drink of the Paralympic World Cup, an agreement which will see its products on hand at all competition venues in Manchester, England and available for competing athletes. Financial terms of this deal were not released.

Variant brands Powerade Ion4 and Powerade Zero will be used by the Great British Olympic and Paralympic teams at London 2012.

George Wheen, brand director of sports and energy drinks for Coca-Cola Northwest Europe and Nordics, said: “As always we are delighted to support the BT Paralympic World Cup, as it is yet another exhibition of our commitment to sport at all levels. As a brand, Powerade is already involved with athletics at its core, by hydrating athletes and helping them prepare for major world championships.

“As we look forward to the London 2012 Paralympic Games we are also very proud to sponsor athletes like Richard Whitehead, an ideal ambassador for Powerade. He represents the strength and commitment needed to compete at this level and no doubt he will go on to demonstrate this in each event he competes in.”

Whitehead, 200m International Paralympic Committee (IPC) world champion, added: “Powerade’s continued sponsorship of the BT Paralympic World Cup reinforces the elite status of the event and I can’t wait to get down to Manchester for what is always a highly competitive atmosphere.

“Having Powerade in my kitbag means I can be fully focused as I know however and whenever I’m training or competing, it keeps me hydrated. This not only helps to enhance my performance but also allows me to train harder and for longer.”

Manchester is hosting the seventh annual BT Paralympic World Cup between Monday 23rd and Saturday 28th May.

BT Paralympic World Cup – Powerade