February 3 – Premier League Tottenham Hotspur have signed up Exalt as its Official Sports Nutrition Drink Supplier, while the club is close to closing a sponsorship deal with the South African ministry of tourism.
The Ministry of Tourism is reviewing a reported €52 million, three-year sponsorship that would see SA Tourism branded on the club’s shirt.
It said it was looking to conclude a memorandum of understanding with Spurs and has asked government for approval of the deal that would start with the 2023-24 season.
If they do approve the deal, Spurs would be the second Premier League club with an African tourist board a main sponsor and set up a north London African rivalry. Visit Rwanda are Arsenal’s sleeve sponsor in a deal signed in 2018 and reckoned to be worth $10 million a year.
Sponsor thirst
Exalt is a start-up nutrition brand and has committed to a four-year partnership with Spurs that will see it create bespoke recovery drinks with individual recipes for each men’s first team player.
“Their specific formulation will be adapted based on regular blood tests to ensure maximum efficacy. The drinks will be cold-pressed for maximum nutrient provision using HPP (pressure) to naturally extend the shelf life. The combination of which is a sports nutrition industry-first to provide fresh, customised nutrition at scale,” said a Spurs press release.
Exalt will be sampling at selected match days throughout the season and will have exposure across various marketing channels including the matchday programme, Spurs TV, digital newsletter and across club channels.
Charlie Wilson-Vaughan, Co-Founder EXALT said: “This partnership is huge for a business which we only started two years ago in one of the most difficult economic environments in recent history.”
Exalt is focussed on selling bespoke product to niche groups. It is handmade in London and sold direct-to-consumer via the company website as well as at Selfridges, Ocado, Planet Organic, and at Equinox Gym and Peloton Studios.
Fran Jones, partnerships Director, Tottenham Hotspur, said: “EXALT are a young, smart, British business with sustainability at its heart – something we are extremely passionate about as a Club. This agreement represents an exciting opportunity for us to provide our Nutritionists with best-in-class products to support our players’ performance and recovery.”
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