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.
“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.”
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.”
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.
