harlequins Announces Energy Drink Deal
Gallagher Premiership rugby union club Harlequins has announced a multi-year partnership with zero-sugar energy drink REIGN Total Body Fuel.
As the club’s official energy drink, REIGN will provide its products to both the men’s and women’s teams.
Ben Ashlin, VP of Brands at REIGN, said, “We’re really excited to partner with Harlequins and support them with the energy they need throughout their training in order to perform at their best both on and off the pitch. We look forward to engaging the broader family of Harlequins supporters through exciting content and experiences this season and beyond.”
Harlequins CEO Laurie Dalrymple, added, “Within sport, it is essential to have a clear mission and identity. As a club, this is a process we delved into in recent years and something that has driven such a clear vision across the Club, both on and off the field.
“We’re delighted to partner with a global brand that shares our values of hard work, achievement and community. We’re looking forward to building a strong relationship with REIGN that benefits the club and its supporters.”
The REIGN brand, which is owned by the Monster Beverage Corporation, already has connections to rugby, recently launching a docuseries profiling England’s rugby league stars ahead of the Rugby League World Cup.
The company’s growing roster of sports brands and lifestyle ambassadors in the UK and Ireland, also includes The World’s Strongest Man, Tom Stoltman, Ireland’s Fittest Woman, Emma McQuaid and England Rugby League.
