Powerade, the new isotonic sports drink, has become the Official Sports drink of Irish rugby at all levels and has also signed star centre Brian O’Driscoll in an exclusive sponsorship deal.

Under the terms of the IRFU deal, isotonic Powerade which helps sports participants perform at their best for longer will also become sponsor of both the Irish U19 and U21 teams.

Confirmation of the deal with O’Driscoll comes in the week before Ireland travel to Twickenham to face an England side including fellow Lion Jason Robinson who is also sponsored by Powerade. Powerade also recently announced agreements with the Scottish Rugby Union and Sale Sharks of the Zurich Premiership adding to its existing deals with the New Zealand and Australian National Rugby Union teams.

The Powerade formula has been developed by scientists to help prevent dehydration and delay the onset of muscle fatigue during exercise. This is due to its unique Liquid8 System, an optimum combination of fast acting
carbohydrates, minerals and electrolytes.

‘Through Powerade the Irish International players at all levels will have a sports drink which will assist in enabling them to perform at their best every time that they wear the green jersey,’ said O’Driscoll.

Jim Whelan, Public Relations manager of Coca-Cola Bottlers Ireland said, ‘The sponsorship agreement with the IRFU is the perfect fit for us in terms of the Powerade brand. We believe that Powerade will greatly assist all participants in the sport to maintain their peak physical performance at a time when the game’s popularity has never been higher.’

For more information contact:

Anthony Kayne / Simon Woollard
Tel: 020 7331 5300
Fax: 020 7331 9085
E-Mail: anthony_kayne@uk.cohnwolfe.com
simon_woollard@uk.cohnwolfe.com