PowerBar Europe has agreed terms with IRONMAN Europe, Middle East & Africa to renew its well established official nutrition partnership for the IRONMAN European Tour.
PowerBar notes that nutritional support was almost neglected during the early years of triathlon, and legend has it that participants of the first IRONMAN World Championship even drank beer on the run course. The nutrition specialist adds that nowadays nutrition has become a defining factor in athletes’ successes in competing in an IRONMAN – with participants burning up to 10,000 calories during their race.
IRONMAN is extending its partnership with PowerBar as official nutrition partner for 2015 until 2017. As a leading nutrition provider for endurance athletes, PowerBar will fuel over 70,000 athletes this year competing in IRONMAN and IRONMAN 70.3 races across Europe. In a relationship that heads into its 14th year, and having fuelled more than 400,000 athletes, this long time partnership underlines the requirement for nutrition to sustain endurance on-course.
“Nutrition is arguably one of the most important topics for any athlete in the world,” said Thomas Dieckhoff, CEO of IRONMAN Europe, Middle East and Africa.
He continued, “However IRONMAN and IRONMAN 70.3 races take the need for a perfect blend of taste, nutritional value and salubriousness to a whole new level. PowerBar has shown race after race and year after year that their complete commitment to quality remains at the core of their success and our long-lasting partnership.”
The numbers speak for themselves: every year more than 561,000 cups, 260,000 bottles, 16,800 cans of isotonic drinks, 140,000 bars and 275,000 gels are consummated by athletes around the IRONMAN European Tour.
“IRONMAN athletes are special breed of people in every which regard,” Dieckhoff added. “They are leaders who commit themselves but also seek complete commitment from us and our partners. PowerBar as the market leader in sports nutrition has enabled thousands of athletes to reach the finish line at IRONMAN and IRONMAN 70.3 races. We are very much looking forward to continue this extremely successful partnership.”
“PowerBar and IRONMAN have developed a great relationship over the years and we are looking forward to maintain this partnership with IRONMAN in the future”, said Christoph Schwarz, General Manager of PowerBar Europe.
“Triathletes have always been core consumers of our products and the Ironman partnership gives us the possibility of supporting these athletes to help them perform better by providing the power to push through boundaries.”
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