New commercial partnership deal delivers Wow factor for Manchester United

Manchester United has signed a multi-year global partnership deal with Essex-based sports and fitness drink brand Wow Hydrate, making it the club’s official sports hydration partner.

The deal will see Wow and the club working together to deliver high-impact campaigns, featuring both the men’s and women’s first teams.

From today (November 16), the brand will be available within the club’s Old Trafford stadium, with products available to buy at all matchday concourse retail points, and across the men’s, women’s and academy training facilities at the club’s Carrington Training Centre.

With a commitment to supporting grassroots football, Wow plans to use the partnership to engage with local footballing communities. There are also future plans to mark the partnership with a specially-created Manchester United and Wow Hydrate co-branded range of hydration drinks.

Exclusive new content features United first team players such as, Lisandro Martinez, Mary Earps, Harry Maguire and Alejandro Garnacho.

Jake Brocklesby, Wow global director, said: “This partnership aligns with the ambitions we have for the brand – redefining the sports and fitness drinks market, and becoming the leader in our space. We can think of no better club to combine with to showcase our science-led approach and innovative technology.”

Queenie Porter, Wow managing director, said: “This is a major step for our brand. We wanted a mutually beneficial partnership that would allow us to develop impactful community and grassroots programmes, and this agreement delivers on that. We are excited to see the club’s supporters discover and interact with Wow Hydrate in the weeks and months ahead.”

Victoria Timpson, Manchester United CEO of alliances of partnerships, said: “Wow Hydrate is a progressive and ambitious brand, and we are extremely excited to be partnering with them. We look forward to not only introducing our global fans to the science behind its range of hydration products, but also support the work it does within our footballing community.”

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