Erdinger Alkoholfrei Appoints Mongoose
Erdinger Weißbräu has appointed Mongoose Sports & Entertainment to handle Erdinger Alkoholfrei’s sports communications activities in the UK.
Mongoose continues the strategy of positioning Erdinger Alkoholfrei as an isotonic sports recovery drink that provides the body with vitamins and nutrients.
Working closely with the Erdinger team in Germany, Mongoose will manage the brands sports communications sponsorship activities, which includes the Leeds, London and Blenheim triathlons, social media estate management, content creation and implementation and management of a influencer programme. The brief also includes activating the brand’s sponsorship of Ironman champion Lucy Gossage.
Export director, Erdinger Weissbräu, Waltraud Kaiser, commented: “We were impressed with Mongoose’s knowledge of the UK triathlon and endurance sports market and it was clear to us that they will be a great fit to support us in terms of communication in the UK. We’re looking forward to working together to ensure that Erdinger Alkoholfrei continues to resonate strongly with the triathlon and endurance market.”
Chris O’Donoghue, chief executive, Mongoose Sport & Entertainment added “We are very pleased to be appointed by Erdinger Alkoholfrei, it’s a fantastic brand with exciting ambitions and we’re looking forward to help communicate the brand’s story to a wider audience. We have a huge wealth of experience in mass participation events, already handling the title sponsorship activation for the AJ Bell London Triathlon so this suits us well.”
Launched in Germany in 2001 as the drink for athletes, Erdinger Alkoholfrei has had a UK presence since 2013, through a triathlon sponsorship programme.
