POWER HORSE energy drink has been announced as the official energy drink of the World Triathlon Corporation’s (WTC) Ironman European Tour for 2012.
Under the terms of the deal, Power Horse has also become the energy drink partner for nine Ironman European Tour events, including races in Germany, France, Sweden, Wales, Spain, South Africa and its home market of Austria.
Frontloaded values the deal at around $0.5m.
Already well established in Africa and the Middle-East, partnering with the Ironman Tour is the latest activation of Power Horse’s push for a greater share of a European market dominated by fellow Austrian energy drink, Red Bull.
In recent months Power Horse has agreed partnerships with German Bundesliga side Bayer Leverkusen and global beach soccer governing body, Beach Soccer Worldwide.
Additionally, Power Horse is the title sponsor of an event on the ATP World Tour, the Power Horse World Team Cup. Having successfully partnered with the tournament in 2011, Power Horse renewed its sponsorship for the 2012 edition for around $1.5m.
Sponsorship of the Ironman European Tour was brokered by international sports marketing company Infront Sports.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG