Matchroom Boxing has announced WOW HYDRATE as its Official Sports Hydration Partner on a two year deal.

The partnership with the sugar free Electrolyte and Protein waters brand has officially launched ahead of Saturday’s Kell Brook vs Mark DeLuca fight. The card in Sheffield will feature WOW HYDRATE’s branding across the ring apron, water bottles, towels and buckets around ringside

Managing Director of Matchroom Eddie Hearn emphasised: “We are proud to announce the newest Matchroom Boxing partner, WOW HYDRATE. We know how important hydration is in this sport, so it’s great to be working with a brand leading the way in this sector.”

Jon Hayman, WOW HYDRATE’s Managing Director, added: “We are delighted to be chosen as the Official Sports Hydration Partner with Matchroom Boxing, boxers are extremely fit athletes and need to be constantly hydrated throughout their gruelling routines, WOW HYDRATE provides them with vital protein and electrolytes to maintain performance levels and aid recovery.”

As per the agreement, hydration stations will be created backstage in order to assist all boxers to prevent the risk of dehydration.

The brand will also get exposure at press conferences and across Matchroom Boxing’s social channels throughout the two year partnership.

WOW HYDRATE  has a growing list of sponsors such as Tyson Fury, Ruben Loftus-Cheek and Southampton Football Club.

Insider Insight: Matchroom Boxing’s decision to partner with a growing brand in WOW HYDRATE emphasises how hydration and other health products are being viewed in the sporting world.

Health is a huge topic of debate in sports and by partnering with WOW HYDRATE, the boxing brand can push themselves as a ‘fighter first’ company, increasing its reputation.