WOW HYDRATE and Manchester United’s ‘Red Cherry’ drink aligned with mutual values

WOW HYDRATE launched its first-ever co-created ‘Red Cherry’ flavoured drink, working alongside one of the world’s biggest football clubs – demonstrating the shared mission of the two organisations that started with a multi-year global sponsorship from November last year.

WOW HYDRATE is a sports drink brand influencing the future of sports and fitness hydration, through its health benefits in the products.

Their range contains drinks with four essential electrolytes and vitamins B6, C & D – while also being sugar, fat and gluten free.

England and Manchester United centre-back Harry Maguire is a brand ambassador for WOW HYDRATE, who also partner with world heavyweight champion Tyson Fury, UK boxing promotion company BOXXER, West Ham United Women’s team, rugby club Castleford Tigers and Essex Cricket.

At the heart of these collaborations is WOW HYDRATE Managing Director Queenie Porter, who shared how the new ‘Red Cherry’ drink came about.

Harry Maguire is an ambassador from Manchester United.

“We had a board meeting last summer and we have some great individual ambassadors while also prominent in the world of boxing, so we asked how can we take the next step,” she told Soccerscene.

“We were wondering how we can resonate with the sport world and touch base with the consumer.

“When looking at football clubs, the number one priority was Manchester United because they are the biggest in the world.

“It was a mutual connection because they were looking for a hydration partner, and we were of course looking for a football club. The deal happened so quickly not in a rush, but because our values aligned so well – Manchester United are fan first, whereas we are consumer first.

“The way that Manchester United run their business is like one big family – from a receptionist all the way up to CEO.

“Both of us operate in the same manner and we just clicked as a result.”

While the sports drinks are prominent in UK-based Tesco stores, we will expect to see a greater expansion in the near future.

Porter shared what we can look forward to.

“We are planning to rollout WOW HYDRATE into 600 Woolworths stores in Australia from late April this year,” she said.

“It adds to our existing reach in Dubai and Saudi Arabia, while this year will also see the push into Europe including Spain and France – while we’ll also enter the United States towards the backend of 2024.

“We want to ensure that everything will be aligned and Manchester United will be a key part of that – whenever we venture somewhere new, the Club will be involved in the launch.”

Porter on the touchline of Old Trafford with the ‘Red Cherry’ drink.

In her role, Porter is passionate about getting the very best out of women’s sport.

Rather than competing, she sees it from a different lens when assessing fan demographics.

“Naturally I’m really passionate about women’s sport, particularly in football,” she said.

“What I want to use my platform for is to support the women’s game in its own identity.

“There’s a lot around people wanting to make the men’s and women’s game equal, but I just want to focus on making the women’s game the best it can be in its own standing.

“It brings in a much more family audience, so from a brand perspective you can tap into what you otherwise would not have before.

“Women have different needs to men such as in recovery, so I want to ensure that women have the support there.

“For example with ACL injuries, our protein drink is one of the best ways to recover white muscle tissues.”

Porter with the Manchester United home shirt.

A key orchestrator of the collaboration was Victoria Timpson, Manchester United’s CEO of Alliances and Partnerships.

The Red Devils will support WOW HYDRATE in promoting all the benefits they offer.

“We are very proud to have welcomed WOW HYDRATE as Manchester United’s official sports hydration partner and excited to work with the brand on educating our fans on the importance of hydration and the science behind its products,” she said exclusively to Soccerscene.

“WOW HYDRATE’s ability to work with the club to collaborate on the dual branded Red Cherry hydration drink and make it available to our fans within months of announcing the partnership, demonstrates its strong position within the global market. WOW HYDRATE has been well received by our fans and we look forward to building on this throughout the partnership.”

WOW HYDRATE’s health benefits in its drinks allow a club like Manchester United to rest and recover from strenuous schedules including the Premier League and European competition.

The household name that is Manchester United, coupled with international expansion, makes WOW HYDRATE a name that’s one to watch.

For full details and its products, you can view WOW HYDRATE’s website here.

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What does the Football Victoria’s Annual Report mean for Victorian Football?

Football Victoria has released its 2025 Annual Report and held its Annual General Meeting at the Home of the Matildas at La Trobe University, presenting a picture of a governing body managing rapid growth while laying the administrative foundations it says will be required to sustain it.

Total participation across all formats reached 96,095 in 2025, a 14 percent overall increase, with women and girls players across outdoor, futsal and social formats reaching 30,928. MiniRoos participation climbed to 39,827, volunteer numbers grew 7.4 percent and female volunteer participation increased 40 percent. Across community competitions, 47,481 fixtures were delivered across 5,016 team entries.

The numbers reflect the sustained momentum of women’s football in particular, a growth curve that has accelerated sharply since the 2023 FIFA Women’s World Cup and continued through the AFC Women’s Asian Cup held in Australia earlier this year. Football Victoria’s report documents that trajectory in participation data but also in the decisions being made about governance, infrastructure and who is shaping the sport’s direction.

Who is shaping the game

The AGM saw the re-election of Elenna Niteros to the Football Victoria board, having first been elected at the 2024 AGM. Niteros, a long-time player and volunteer, is described by the organisation as dedicated to ensuring diversity, equity and inclusion and the growth of women’s football are central to board decisions. The election also returned Peter Filopoulos, an experienced football executive with more than two decades across club, state, national and international organisations. Steve Forbes was subsequently appointed as a director to continue overseeing the organisation’s digital and systems priorities.

The composition of the board matters in ways that extend beyond individual appointments. Football Victoria operates under a 40:40:20 constitutional requirement for gender balance, and the report documents that 94 percent of clubs met that criterion in 2025. That figure, alongside the 100 percent of clubs meeting diversity and inclusion criteria, represents the most structurally significant governance data in the report. The decisions that shape who gets to play, where facilities are built, how budgets are allocated and which programs receive investment are made by the people in those rooms.

Chair Dr Angela Williams, in her first full year in the role, acknowledged the broader environment in which the sport is operating, noting that 2025 had not been easy for everyone and naming violence motivated by race, religion, gender and politics as unacceptable. Her statement that football would play its role in providing peace, belonging and kindness was framed not as aspiration but as responsibility.

Life membership and legacy

The evening included the formal welcome of Life Members from regional associations transitioning into Football Victoria’s statewide structure, alongside the announcement of two new Life Members: Eugene Brazzale, a legendary referee and mentor, and Maggie Koumi, recognised as a trailblazing female administrator.

The In Memoriam section of the annual report carries its own weight. Betty Hoar and Maria Berry AM, both described as foundational pioneers of the women’s game, were among five Life Members farewelled in 2025. Berry’s four-decade legacy included advocacy that tore down systemic barriers for women in sport. Hoar was an inaugural Hall of Fame inductee. The document also recorded the tragic passing of Heidelberg United NPLW striker Keely Lockhart, described by her club as a legend and an angel, known for her kindness toward younger players and her impact on the women’s game in Victoria.

Infrastructure and the years ahead

CEO Dan Birrell framed the year as one defined by progress, describing growth not as a statistic but as a signal that football matters to more people than ever and that communities believe in what is being built. The language is carefully chosen. Progress implies direction, and Football Victoria’s advocacy for infrastructure investment is the clearest indication of where that direction leads.

The Level the Playing Field campaign and the Parliamentary Friends of Football group both received mention in the CEO’s report as central to the organisation’s relationship with government. The recent Victorian State Budget delivered $750,000 to Avondale FC and Hume City FC for facility upgrades, and Football Victoria has indicated further budget announcements are forthcoming. The connection between booming participation and facility access, as Birrell noted, remains central to the organisation’s work with government and partners.

The practical implications of that work are not abstract. Facilities without adequate lighting cannot host evening training. Grounds without gender-inclusive changerooms communicate, without saying a word, who the sport was built for. The $343 million grassroots infrastructure fund Football Australia and Football NSW have sought from the NSW Government reflects the scale of the problem nationally. Victoria faces the same challenge, and the governing body’s political advocacy exists precisely because participation growth without infrastructure investment produces a sport that is larger but not meaningfully better.

With 96,000 participants and a board mandated to reflect the diversity of the community it serves, Football Victoria is in a stronger position than it has been. Whether the infrastructure and investment follow is the question the next decade will answer.

Alibaba Group allies with UEFA and UC3 as new strategic partner

Alibaba Group will become the global AI, Cloud Computing and E-Commerce Partner for the UEFA Euro 2028 tournament and UEFA men’s club competitions from 2027-2033.

 

Uniting two global giants

The partnership will see Alibaba position itself as a strategic partner for UEFA and UC3 at both club and international level.

As one of the world’s leading tech and e-commerce companies, Alibaba will team up with European football’s governing body to deliver exciting new ways of bringing fans closer to the game through innovate technologies.

“We are delighted to welcome Alibaba as a global partner for UEFA EURO 2028 and as a future partner of our men’s club competitions,” expressed UEFA President Aleksander Čeferin via media release.

“Together we can bring fans closer to the game in new and meaningful ways – making our competitions feel even more captivating, engaging and accessible, while preserving the traditions, emotions and spirit that define European football.”

Furthermore, Chairman of Alibaba Group, Joe Tsai, outlined how the company will pursue a shared vision with UEFA to unite fans from all over Europe and the entire world.

“We believe that football is a shared language around the world, and the unifying power of the game at all levels for all fans is the mission that brings Alibaba and UEFA together,” said Tsai via media release.

 

Where innovation meets tradition

Indeed, this is a partnership which is unique in its potential impact.

On one side is a global tech giant, capable of leveraging innovative e-commerce platforms and AI expertise. On the other, a governing body which oversees some of the most popular football competitions in the world.

It is an alliance which embodies the current and future state of the football landscape, which includes innovation and technology at the heart of its operations.

Tech platforms of the future, aligning with a sport of deep-rooted history and tradition.

We saw recently another partnership of a similar nature. Arsenal FC – one of the founding Premier League clubs and recent champions – announced a collaboration with Meta to create new ways of uniting fans beyond the 90 minutes on the pitch.

So, now that Alibaba Group, UEFA and UC3 will embark on their own collaboration in the coming years, fans of European football will see this tech-sport revolution up close as they continue to engage with – and enjoy – the sport they love.

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