Energy drink start-up Maurten taps Farah for ambassador role
Maurten, a Sweden-based sports performance drinks brand, has signed an endorsement deal with Mo Farah, the British long-distance runner.
Through the agreement Farah, a multiple gold medallist at major championships, will serve as a brand ambassador for the start-up and feature in marketing campaigns for its products.
Farah will be looking to add to the 10,000 metres gold medal he has already won at the IAAF World Championships in London when he lines up for the 5,000 metres final on Saturday, ahead of plans to switch from the track to the marathon.
Olof Sköld, chief executive and co-founder of Maurten, commented: “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.”
Maurten’s other ambassadors include Eliud Kipchoge, the Kenyan winner of the marathon at the 2016 Olympic Games in Rio de Janeiro.