Set Up Events, a leading producer of triathlons, running and endurance events in the US, has announced today that it has partnered with Sport Beans Energizing Jelly Beans from the makers of Jelly Belly. The deal between the sports nutrition brand and race organizer is for a series sponsorship of the Inside-Out Sports North Carolina Triathlon Series and the Virginia Triathlon Series.
Sport Beans Jelly Beans, introduced by Jelly Belly Candy Company, are scientifically formulated for sports performance. Sport Beans Jelly Beans provide carbohydrates for energy, electrolytes to maintain fluid balance and vitamins to help burn carbohydrates and fat and protect muscles against oxidative damage.
“Triathletes were among the earliest adopters of Sport Beans, so our sponsorship with Set Up Events is a natural partnership,” said Stephanie Scott, Event Marketing Manager for Jelly Belly Candy Company. “We’re excited to expand our reach within the triathlon community and connect with more athletes.”
“This partnership with Sport Beans is a great addition to our two largest series”, said Andrew Silbereisen, President of Set Up Events. “Sport Beans has had a long association with triathlon, cycling and running, and we’re pleased to welcome them to Set Up Events.”
The sponsorship was secured by John Jones of fortyninegroup, the official strategic marketing agency of Set Up Events.
Sport Beans jelly beans were introduced in 2005 and were designed to fuel and energize the body during exercise. According to sports nutrition experts cited by the company, glucose stores need to be replenished after 45 minutes to 1 hour of exercise. Sport Beans, formulated with 25 grams of carbohydrates, electrolytes for fluid retention and vitamins, come in portable 1-oz. single serve packets. Manufactured by Jelly Belly Candy Company of Fairfield, California, Sport Beans are the newest innovation from the company.
Set Up Events, one of the US nation’s largest producers of triathlons, is a full-service production, registration and timing company for participatory sports, triathlon and running events. In 2012 Set Up Events will produce over 140 triathlons in 8 states totaling over 64,000 registrations.
