Global nutrition company, Herbalife (HLF), has announced that it will become the Official Nutrition Partner of the 2013 Guinness International Champions Cup. This eight-team tournament, which features some of the world’s best and most prestigious football clubs from Spain, Italy, England and the United States, begins on July 27 and culminates with the championship final in Miami on August 7, 2013.
Herbalife will activate around this sports marketing platform with promotional opportunities in and around participating venues. As the Official Nutrition Partner of the event, Herbalife will also provide teams with a range of nutrition products, including its sports drink, Herbalife24 Hydrate.
The Guinness International Champions Cup, organized by Relevent Sports, a division of RSE Ventures, and broadcast by FOX, is the first-of-its-kind football tournament taking place across the globe with contests in Phoenix, San Francisco, Indianapolis, Los Angeles, New York, Miami and Valencia, Spain.
This agreement is part of Herbalife’s broader sponsorship program aimed at promoting healthy and active lifestyles. Herbalife sponsors more than 150 events, teams and athletes around the world, including international football star, Cristiano Ronaldo; LA Galaxy in the U.S.; FC Pumas in Mexico; Brazilian team, Botafogo; Spartak-Moscow in Russia; and the national teams of Belgium and Venezuela.