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.

Liam Watson is the Co-Founder & Publisher of Soccerscene. He reports widely on football policy, industry matters and technology.

$500,000 dedicated to the improvement of safety across NSW

A list of successful applicants across Football New South Wales are now entitled to a grant courtesy of $500,000 to Local Sport Defibrillator Grant (LSDG).

The sole purpose of LSDG is to provide Automated External Defibrillators (AEDs) to sports clubs across the state in order to combat the growing correlation between sport participation and cardiac arrests incurred by participants.

These devices have the potential to save participants lives within these crucial emergency situations.

Situations in where time is of the essence, the use of a defibrillator can be the difference in saving someone’s life.

Although the situation of a cardiac arrest occurring to be highly unlikely, due to the increased frequency of the medical episode taking place primarily within sport.

The safety of a broader community requires an approach in which it can allow for an equalizer within these tremulous situations.

Impact on Football Across NSW

14 clubs across the state of NSW where listed upon the successful applications, entitling those clubs to receive 3 defibrillators each.

Southern District Soccer Football Association have had quite the substantial contribution targeted towards their region.

4 out of the possible 14 AEDs were provided to a region where football has experienced expansion in growth and participation.

Heartbeat of Football

Heartbeat of Football (HOF) have worked in conjunction with Football NSW, acting as their primary community heart partner since 2022.

Boasting the motto “No one should die playing the sport they love,” HOF are dedicated within the company’s objective of having zero related hearth deaths on a sporting ground.

The efforts of HOF are in unison with the LSDG.

Football NSW Manager Government Relations, Funding, and Infrastructure, Daniel Ristic, said via press release.

“The Local Sport Defibrillator Grant has been a fantastic grant initiate allowing football clubs across NSW to equip themselves with life saving devices that are making a difference at the community level.”

The LSDG grant will continue to provide the required needs necessary in which can ultimately be lifesaving to a new branch of football entities across NSW.

Federal Budget commits $97 million investment for sport programs

The 2024-25 Federal Budget, which was released on Tuesday night, includes more than $97 million over two years to the ASC to extend Sporting Schools, the Local Sporting Champions, and Local Para Champions programs, and participation funding to help more Australians get active.

This two-year extension runs until 30 June 2026 and helps kids of all different sports afford an opportunity to play at a local level if they come from and under privileged background.

Football Australia is a part of the Sporting Schools program, with each state offering participation Officers and local clubs that are ready to implement in-school and after-school programs for students of ages up to Year 8, plus all abilities programs.

Football Australia use this program to link local football clubs with schools to facilitate an ongoing relationship and provide further opportunity for students to continue their football journey outside of school, whether that be MiniRoos Kick Off, MiniRoos Club or Junior Football.

More than 24,000 young Australians will be supported with the Local Sporting Champions (LSC) and Local Para Champions (LSP) grants programs continuing for a further two years.

These are fantastic programs that have supported Australia’s best athletes including many Matildas like Courtney Nevin, Cortnee Vine, Alex Chidiac, Teagan Micah and Clare Hunt.

World Cup veteran’s Caitlin Foord and Ellie Carpenter also rose to success with assistance from the LSC program throughout their junior careers.

Australian Sports Commission CEO Kieren Perkins OAM mentions the importance of this investment to continue critical national sporting programs.

“Once again, I want to thank Minister Wells and the Australian Government for their continued support and investment in Australian sport,” Perkins said in a statement.

“This funding extends critical sport participation programs like the Participation Grant program and Sporting Schools which provides free and fun sporting opportunities to more than two million students each year.

“This follows last week’s announcement of $249.7 million to upgrade the AIS Campus to ensure our athletes have access to the world’s best testing and training facilities, and accommodation ahead of the Brisbane 2032 Olympic and Paralympic Games.”

This is a fantastic initiative that will benefit football amongst other sports and has a history of helping kids of all skill levels play in their respective sport.

The Federal Budget have put in almost $350 to improve sport, mostly around the 2032 Olympic Games but it is great to see some investment in the world game after the huge success of the Women’s World Cup last year.

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