Ironman brand owner World Triathlon Corp (WTC) has confirmed an extension to its partnership with PowerBar as official nutrition partner for 2014. As a leading nutrition player across the global endurance sport market, PowerBar will fuel over 50,000 athletes this year competing in Ironman and Ironman 70.3 races across Europe.
The Ironman-PowerBar relationship now heads into its 13th year having fuelled more than 400,000 athletes. The confirmed renewal with Ironman follows hot on the heels of the recent acquisition of PowerBar by major food and nutrition firm Post Holdings Inc.
To fuel some 50,000 athletes to the finish line of this ultimate test of endurance, incorporating a 2.4 mile swim, 112 mile bike and a 26.2 mile run, PowerBar will be providing around 210,000 litres of Isoactive Isotonic Sports Drink, 105,000 Energize Bars and 191,000 gels. Additionally, PowerBar will supply Ironman with around 400,000 cups and 200,000 drinking bottles.
“PowerBar and Ironman are sharing a long, common path”, said Christoph Schwarz, Director of PowerBar Europe. “As we are focused on triathletes as our target group, being opinion formers for sports nutrition, it is very important to us to support each athlete in realizing his individual ambitions.”
With nutritional support having been almost neglected during the early years of the sport – legend has it participants of the first Ironman World Championship even drank beer on the run course – nowadays nutrition has become a defining factor to the athletes’ success. When competing in an Ironman participants can burn up to 10,000 calories during their race.
“Having a partnership with PowerBar means being able to offer excellent product quality and perfect supply for our athletes on the course,” saids Thomas Dieckhoff, CEO of Ironman Europe, Middle East and Africa.
“A long-time partnership like this enables us to respond to the wishes and act according to the suggestions of our athletes.”
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