Maximuscle, the UK leader in sports nutrition, has announced it’s appointment as the official sports food and drink supplier of the British & Irish Lions for the 2009 tour to South Africa.
Maximuscle and the British & Irish Lions will be looking at new methods to improve performance with Maximuscle providing proven products like Cyclone, Promax, and Progain as well as the recently launched ready to drink range - Viper and Maxi-Milk.
Maximuscle will also offer expert advice from their team of nutritionists and create sports nutrition solutions to meet the rigorous demands of international rugby.
The British & Irish Lions collaboration marks the expansion of Maximuscle’s involvement with national sports teams. Successful support and sponsorship of the England Rugby League Team, Women’s England Rugby Team and the ECB have cemented the brands commitment to improving the performance of British Sport.
Maximuscle is also the current sports nutrition supplier to Wasps, Gloucester , Ospreys and Fulham FC. Rugby World Cup winner Josh Lewsey and Welsh International Shane Williams are also among the extensive list of official Maximuscle ambassadors.
Josh Lewsey said: “During my career, Maximuscle proved to significantly help me become a fitter, faster and stronger player. I think this is a great move from the Lions as I can personally vouch that Maximuscle’s nutritional properties really do help improve your overall performance on the field."
Craig White Head of Physical Conditioning for the Lions said, “Maximuscle products will be used most critically before, during and after games to stimulate recovery and ensure optimal performance. Playing at high altitude also means maintaining hydration becomes critical, whilst the convenience of sports nutrition bars and shakes will prove invaluable for fuelling the guys.”
James O’Shea Marketing Director for Maximuscle said, “We are proud to unveil this partnership with the British & Irish Lions. We have a long history of working within the rugby arena - we want to continue this investment in the players and hope our commitment will help to secure future victories for the team! This is an exciting opportunity for Maximuscle to showcase the virtues of sports nutrition to anyone looking to improve their performance”.
Maximuscle plan to utilise the relationship by adding British & Irish Lions imagery to their new Viper RTD product and through an on-pack promotion that offers consumers the chance to win a trip to see the 2nd Test Match in South Africa .
Maximuscle is devoted to helping athletes of all levels and gym goers alike reach their goals and desired physique. To find out more about Maximuscle and a full list of products visit http://tinymce.moxiecode.cp/mce_temp_url
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