Global nutrition brand Herbalife has agreed a deal to become the official nutrition partner of football’s International Champions Cup.
Herbalife will activate around the pre-season event with promotional activities at participating venues. The first match is between Spanish Liga club Valencia and Italian Serie A team AC Milan in Valencia on July 27 before moving to six US cities and culminating in an August 7 final in Miami.
The other European teams competing as part of their pre-season schedules are English Premier League duo Chelsea and Everton, Serie A pair Inter Milan and Juventus and Spanish giant Real Madrid. They join Major League Soccer franchise LA Galaxy, and Herbalife will provide them all with a range of nutritional products, including its sports drink, Herbalife24 Hydrate.
For the past two years, Herbalife held the title sponsorship for the competition in its previous guise of the World Football Challenge and the new partnership is part of a broader program from the brand aimed at promoting healthy and active lifestyles.