Leading functional drinks brand extend partnership for another 3 seasons and become the Club’s first “Gold Tier Partner”

  • Boost Drinks upgrades partnership with Premier League club following a third successful year
  • The partnership aligns two local Yorkshire challenger brands, who both pride themselves in ambition and hard work
  • A big step up from last year’s deal, Boost Drinks is the Club’s 1st Gold Tier Partner, which puts the Boost brand at the heart of Match Days at Elland Road

Leading functional drinks brand, Boost Drinks has expanded its partnership with Leeds United marking the brand’s third consecutive year as an Official Partner of the football club.

The partnership marks an exciting time for Boost Drinks and Leeds United FC, as it will see two local Yorkshire brands, who both pride themselves in ambition and hard work join forces once again. Aligning on a similar set of values, both brands are striving, challenger brands undergoing significant growth and success. Leeds United holds a historically rich position in English football, with a passionate global fanbase of 164 million Leeds fans, whilst Boost Drinks (founded in Leeds in 2001), is the third largest selling energy stimulation brand[1] within independent retail. In addition to its diverse selection of highly sought-after energy drinks in a wide range of flavours and formats, Boost Drinks also holds the second largest selling range of isotonic sports drinks, is the number one fastest growing ready-to-drink iced coffee brand and owns the third largest selling flavoured protein shakes[2].

The agreement between the two energetic brands will continue to drive an all-round highly engaging consumer experience from digital led stadium branding to social media activations. As a Gold Tier Partner, Boost Drinks will have increased stadium branding extending across the West Stand, Player Tunnel and three external banners. Not only will this enhanced stadium presence deliver Boost Drinks great exposure amongst the passionate fans and players in the stadium, but it will also be captured on live TV reaching millions of consumers globally.

What’s more is that as an official e-Premier league partner, Boost Drinks will be the shirt sponsor for all club playoffs and grand finals organised by the Premier League. This will allow Boost Drinks to expand its reach further, targeting the gaming audience as the brand taps into this digital space.  There’s no doubt in saying that all these initiatives are bound to stimulate an incredibly exciting and optimistic experience for the fans.

However, it does not stop here. Fans will also be offered plenty of opportunities to indulge in the Boost range with product sampling on game days and Boost fridges located in four of the official Leeds United retail stores, Boost Energy, Boost Iced Coffee and Boost Sport will also be available at the stadium on match days – an initiative from last year’s partnership which was highly desired.

Adrian Hipkiss, Marketing, and International Business Director at Boost Drinks said: “We’re delighted to amplify our partnership with Leeds United FC ready for the 22/23 season. Last season’s partnership was incredibly successful, we have driven brilliant launches, activations, and experiences. As two passionate and ambitious brands, the close alignment of our values has enabled us to work hand in hand, to build a fantastic relationship with one another. It’s been a pleasure witnessing the Boost brand go from strength-to-strength, and we are confident that our work with the club will help elevate our brand health further. Above all, being able to associate Boost Drinks with such a prestigious club rooted in history, made up of a talented team and passionate fan base, is a true honour!”.

Paul Bell, Executive Director of Leeds United said: “We are delighted to grow and extend our partnership with Boost Drinks. Over the past three years we have worked closely with the brand to help create some fantastic digital content and to help raise awareness of the Boost brand globally through the Premier League platform that we are able to provide our partners. We look forward to working with the team at Boost”

[1] IRI Marketplace Data Symbols & Independents and NI Convenience 52 weeks sales 15th May 2022

[2] IRI Marketplace Symbols & Independents and NI Convenience 52 weeks unit sales to 15th May 2022

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