England Rugby signs Fuzion 100 as new rehydration partner

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The agreement will see the senior men’s team as well as the Red Roses access the full Fuzion 100 product and hardware range in the upcoming Quilter Internationals, and both the men’s & women’s sevens teams during the HSBC World Rugby Sevens Series. Fuzion 100 will also be promoted during Quilter Internationals via a number of match day advertising rights, starting at Twickenham Stadium on Saturday 3 November when England men’s team take on South Africa, followed by matches against New Zealand, Japan and Australia over consecutive weekends.

Fuzion 100 will also be supporting the popular ‘Fuzion 100 Try of the Month’ content series on England Rugby channels, with featured clubs winning prizes for the season.

Simon Massie-Taylor, RFU chief commercial officer, commented on the launch today: “We are very excited to be partnering with Fuzion 100 as our rehydration partner. As we move closer to Rugby World Cup 2019 in Japan, we are always looking to give our elite players the best chance of recovering ahead of their next game and working with specialists in rehydration will be integral to this. The Fuzion 100 range has some exciting trade marketing plans for the next twelve months, that we look forward to working in collaboration to support them.”

 

Simon Massie-Taylor welcomes Steve Barton and Jason Robinson to Twickenham

Fuzion 100 will be working across the RFU’s network, helping to educate schools, colleges, universities and club on rehydration. Sir Ian McGeechan and Jason Robinson, both shareholders and lead ambassadors of the brand, will spearhead this messaging.

Steve Barton, CEO of Fuzion 100, spoke about the evolution of functional water, and his excitement of partnering with England Rugby: “The health debate in the soft drinks category has become one of the most exciting areas for NPD across the last twelve months. With the introduction of the sugar tax earlier this year in the UK, Ireland and 7 states of the USA, consumers are migrating increasingly to the “Functional Water Categories”. Fuzion 100, Powered by Coconut Water, has already moved through the 1 million case mark globally with taste, affordability and health at its epicentre. We are extremely proud of this announcement and partnership with the RFU over the next 4 years. We believe the educational reach, professionalism and demographic following of the RFU compliments our brand strategy perfectly. Our support across the Senior Men’s, Red Roses and Sevens sides will be extreme.”

Jason Robinson, England Rugby legend and senior brand ambassador added: “As an athlete it is brilliant to be working with a brand that values health and education at its core. The partnership with the England Rugby is of course one close to my heart and to see such an elite partner joining forces with a brand that promotes these healthy values is brilliant. England Rugby will provide the perfect platform to showcase the Fuzion 100 product and educate from a grassroots level on hydration, health and performance.”