Coca-Cola Enterprises’ sports drink brand Powerade has re-signed sponsorship deals with both the English and Welsh rugby union teams.
A new £1m campaign supports the sponsor-ships. This will include limited-edition packs, price promotions and an increased presence on the playing field. There is also a new press ad featuring three of England and Wales’ top rugby players: Steve Borthwick, Paul Sackey and Shane Williams; which aims to bring to life the role of Powerade as the ’inner gear’ of rugby. It claims to demonstrate that what you put inside is what you wear on the outside.
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