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PowerBar and Ironman extend global agreement


PowerBar, a division of Nestlé SA, and Ironman have extended their exclusive three-year global sponsorship agreement. The deal designates PowerBar as the Official Global Energy Bar and Energy Gel Sponsor from 2009 through to 2011 for all US and international Ironman and Ironman 70.3 qualifying events, including the Foster Grant Ironman World Championship 70.3 and the Ford Ironman World Championship in Hawaii.

For PowerBar, a pioneer and leading operator of an estimated US$1.9 billion international sports nutrition bar market, the partnership with the world’s leading triathlon brand underpins the importance of triathlon and specifically Ironman events. Through the agreement, PowerBar will leverage the international Ironman programme as a platform for its sports nutrition education initiatives and will support the sponsorship via advertising, promotions and sports marketing.

Additionally, PowerBar will be on course at more than 50 Ironman/70.3 events in more than 20 countries each year to deliver sports nutrition information to Ironman competitors. Locations for these events include: Singapore, Australia, Brazil, Arizona, California and Germany.

The nutritional needs of Ironman athletes are great; more than 25,000 units of PowerBar products can be consumed on Ironman race day alone. Athletes training for Ironman and Ironman 70.3 events should make PowerBar a key component of their training regimen, as athletes recognise the importance of training and racing with tied in sports nutrition products.

“The extended global partnership builds on a terrific relationship we’ve enjoyed with Ironman for years,” said Philip Annett, Global Business Head for Performance Nutrition at Nestlé Nutrition. “It not only allows PowerBar to expand its range of technical sports nutrition resources into new markets, but also officially provides all Ironman athletes with the same critical PowerBar race-day nutrition tools that they’ve relied on throughout their training. We look forward to collaborative marketing and education initiatives designed to support the world’s top endurance athletes and to expand the sport of triathlon and both our brands to a wider international athletic community.”

PowerBar’s heritage with the sport of triathlon traces back to the company’s beginning. Over the past 20 years, thousands of triathletes worldwide have used PowerBar’s sports nutrition products for training and competition. (Athletes can get information about PowerBar’s nutrition products through the sitewww.ironmanpower.com)

“Ironman and PowerBar are both synonymous with authenticity, excellence and performance. The Partnership worked extremely well over the last three years. Thus, Ironman and PowerBar are a natural fit for both brands’ first-ever global sponsorship,” said Ben Fertic, Ironman President and CEO.