West Ham United women’s team has announced WOW HYDRATE as its official sports hydration partner, in a deal which will also see an addition to the club’s commercial leadership.
Founded in 2014, WOW Hydrate has worked with a number of high profile athletes and clubs including British boxer Tyson Fury, MMA fighter Leon Edwards and Manchester United.
The brand now has its eyes on joining the lucrative world of women’s football, which continues to grow year on year, following the sport’s recent success at the Euros and World Cup, which attracted new sponsorship opportunities in domestic competitions.
West Ham United has also continued to look for ways to grow the game. Last year the club signed with trading platform eToro, which wanted to tap into the “fast-growing population of female retail investors”.
Nathan Thompson, Chief Commercial Officer at West Ham United, explained the club are “thrilled to welcome WOW HYDRATE” as its Official Sports Hydration partner.
He continued: “Hydration is a crucial aspect of our players’ preparation and partnering with WOW Hydrate ensures that our athletes have access to the best hydration solutions available.
“We look forward to a successful collaboration that benefits our team’s performance and overall well-being.”
The collaboration will extend beyond the pitch, with joint initiatives and engagement activities planned to promote the importance of hydration and well-being among fans of the wider community.
The agreement also includes a new role for Queenie Porter, Managing Director of WOW HYDRATE. Porter has led the sports drink brand to new heights, with deals like the ones mentioned earlier.
Porter will join existing Vice Presidents, Mickey Cornwell and Ghulam Alahi, providing her expertise to help the team continue to grow both on and off the field.
Porter commented: “We are honoured to join forces with West Ham United women’s team – a club with a rich history and a commitment to excellence. Our mission at WOW Hydrate is to revolutionise hydration and this partnership allows us to support elite athletes with our cutting-edge products.
“We look forward to contributing to the success of the team and fostering a relationship that promotes health, performance and innovation”