IRONMAN has announced a new partnership with plant-based nutrition brand, Vega, as the title sponsor of the 2019 IRONMAN World Championship. As a specialist in premium plant-based sport nutrition, Vega joins the IRONMAN `Ohana as the Official Recovery Nutrition partner of the 2019 Vega IRONMAN World Championship in addition to its designation as title sponsor.
The IRONMAN World Championship represents a pinnacle of endurance racing – with over 95,000 athletes competing to qualify at more than 40 global IRONMAN events each year.
Athletes who qualify for the 2019 Vega IRONMAN World Championship will be entitled to a special offer on Vega products. Additionally, Vega products will be available in the IRONMAN Village, on-course and in the athlete recovery zone at the Vega IRONMAN World Championship on Saturday, October 12, 2019 in Kailua-Kona, Hawai`i.
“We are coming off a historic year in Kona that celebrated 40 years of racing in Hawai`i with our largest international field, record-smashing times and unparalleled live coverage,” said Matthieu Van Veen, Chief Revenue Officer for The IRONMAN Group.
“The level of competition rises every year and our IRONMAN athletes are always looking for the best performance nutrition to help them reach top performance. The collaboration with Vega for the IRONMAN World Championship is a perfect fit, bringing a partner dedicated to high performance nutrition that won’t compromise quality.”
He continued, “Co-founded by a professional triathlete, Vega offers a vast range of products that focus on meeting the high standards that top triathletes from around the world expect with everything they do to prepare and compete. We are glad to welcome Vega to our `Ohana.”
Vega has been a pioneer in the plant-based nutrition industry since 2001. Vega co-founder Brendan Brazier originally developed products that helped him recover between training sessions. Today, Vega has grown to include specialized sport nutrition, providing fuelling options for before, during and after workouts or competition.
“We know that nutrition is the key to unlocking athletic excellence and what better way to demonstrate the power of plant-based sport nutrition than at Kona – the pinnacle of endurance sport,” said Samantha Taylor, VP of Marketing at Vega. “While this is a new partnership for us, the synergies between IRONMAN and Vega date back many years when co-founder Brendan Brazier launched Vega at the height of his pro triathlete career.”
She continued, “Brendan’s vision for creating a product that enables athletes to feel and perform their best continues to be our driving inspiration today, as more than ever, athletes are looking for a competitive edge in their sport through plant-based nutrition.
“Recently having achieved NSF Certified for Sport for our Vega Sport line, we continue to innovate and enhance our formulation to support athlete needs. We’re honoured to be a part of IRONMAN’s `Ohana and we’re looking forward to bringing our premium plant-based sport nutrition to those attending this iconic race.”
Two core products in the Vega Sport line include Premium Protein and Recovery, both of which have no artificial flavours or sweeteners and are NSF Certified for Sport, Gluten-Free, Vegan Certified and Non-GMO Project Verified.
Vega Sport Premium Protein is formulated to help rebuild muscle after a tough workout and has 30g of plant-based protein, BCAAs, 2 billion CFU of probiotics (bacillus coagulans), and tart cherry to support recovery.
Vega Sport Recovery is formulated to help replenish glycogen stores. It includes 16g of carbohydrates, electrolytes and B vitamins.
The 2019 Vega IRONMAN World Championship will enjoy 20 hours of comprehensive live race day coverage globally via IRONMAN NOW on Facebook Watch and through regional television coverage, including NBC Sports in the United States.
Last year’s IRONMAN World Championship live coverage included the early morning body marking to the final hour finish-line celebration and saw nearly 20 million total views on Facebook Watch.