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Xyience returns to back International Champions Cup

Energy drinks brand Xyience has renewed its sponsorship of the International Champions Cup pre-season football tournament.

The deal covers the 2018 tournament, which runs from July 20 to August 7. Xyience will serve as an official sponsor and the official energy drink of the competition in the United States.

The agreement will include shirt giveaways for fans during the tournament, which will feature 17 matches across 14 US cities. Other matches will be played in Europe and Asia.

Xyience will benefit from TV-visible LED signage and video board commercials during the 17 matches that will be shown in the US on ESPN, ESPN2, ESPN Deportes and SiriusXM. The company will also honour a military serviceperson in the stadium at each match and implement on-site product sampling at selected games.

The ICC’s portfolio of sponsors also includes Heineken, Ally, Hertz, MasterCard, Gatorade, Konami and Vivid Seats.