PERFORM sports drink by PowerBar will serve as the Official Sports Drink of Ironman in 2012, continuing a long-standing partnership between Ironman and PowerBar. Originally developed in 2010, following a collaboration between Nestlé Performance Nutrition and its PowerBar brand, along with the World Triathlon Corporation (WTC), PowerBar PERFORM is positioned as ‘a serious sports drink specifically developed with the input of world-class triathletes.’
The reinforced bond between Ironman brand owner WTC and PowerBar follows a shift in Ironman’s nutrition sponsorship alliances, and the changing alliances for PowerBar in North America:
- In March, Revolution3 Triathlon announced that PowerBar had signed on to be the official energy gel and sports nutrition bar sponsor for the 2012 Rev3 season
- In the same month, PowerBar was named the exclusive energy bar and gel of XTERRA, the US nation’s premier off-road triathlon and trail running series.
These two recent deals, with XTERRA and Rev3, followed a realignment of PowerBar’s US nutrition sponsorships, as Bonk Breaker recently took on the Official Energy Bar duties at Ironman events in the US replacing Powerbar.
It has been confirmed, though, that PowerBar will provide Iron Girl energy bars to all Athleta Iron Girl Event Series races in North America this year, offering a source of calcium, iron, and B vitamins to event participants while supporting Iron Girl’s mission to empower women toward a healthy lifestyle.
Sports drink the way to go for PowerBar and Ironman
PowerBar PERFORM sports drink will be on course at all events in the global Ironman and Ironman 70.3 Series in North America this year, including the 2012 Ironman World Championship, taking place on 13 October in Kailua-Kona, Hawai’i.
“PowerBar’s partnership with Ironman dates back many years and our mission is to help athletes perform better by providing the Power to push through boundaries,” said Frank Jimenez, Global Business Head for PowerBar. “PERFORM sports drink was developed with the fueling and hydration sports science and the direct feedback from top triathletes to deliver a sports drink suitable for an Ironman competitor — those who do what seems impossible to many.”
PERFORM sports drink by PowerBar features the C2MAX dual source energy blend, found to deliver 20% to 50% more energy to muscles than glucose alone as well as improve endurance performance by a claimed 8%.
Designed for athletes who take part in intense training and experience significant fluid and electrolyte loss, PERFORM sports drink also supports performance by delivering 190mg of sodium – the key electrolyte lost in sweat that is associated with muscle cramping in some athletes.
“Our relationship with PowerBar is very much a part of our brand’s rich history,” said Erik Vervloet, Chief Marketing Officer of Ironman. “For years PowerBar has utilized feedback from triathletes to create quality products that ensure training and race-day needs are met. We’re excited to have PERFORM sports drink on-course at our events and know that it will continue to help our athletes as they push toward their Ironman goals.”
PowerBar’s heritage with the sport of triathlon traces back to the company’s beginning, where triathlete legends like Scott Tinley were part of PowerBar’s first product testing teams. Today, PowerBar products are backed by decades of sports science and years of direct input from top athletes. PowerBar’s sports nutrition products continue to be a component in the training and competition rituals of athletes worldwide.