RFU and Maximuscle
PRESS RELEASE
Sophie Goldschmidt, RFU Chief Commercial Officer
England Rugby agree four year strategic partnership with Maximuscle and Lucozade Sport
The Rugby Football Union (RFU) has today unveiled details of an exciting new partnership with one of the world's leading consumer healthcare companies, GlaxoSmithKline Consumer Healthcare (GSK). The deal will run to 2016 and sees leading brands Maximuscle and Lucozade Sport partner with the Elite England Rugby Squads as Official Sports Nutrition and Hydration partners respectively. The deal represents the first collaboration between the two companies since the GSK acquisition of Maxinutrition in February 2011.
The UK’s number one nutrition brands and sports drink will fuel England Rugby, becoming official partners to the Senior, Saxons, Sevens and Women’s squads. Both Maximuscle and Lucozade Sport have an excellent reputation in research and development and as part of this strategic partnership the RFU will utilise their expertise to further develop world-class nutrition and hydration strategies, aiding performance optimisation, endurance and recovery.
Alongside elite rugby, the two brands are committed to supporting adult rugby outside of the professional game and will bring their enthusiasm and expertise to players and clubs throughout the country.
England Head Coach, Stuart Lancaster added:“Keeping our players in the best possible health and physical condition is paramount to the team’s success and we are sure that our partnership with Lucozade Sport and Maximuscle can only further help our strength and conditioning team in achieving this. The margins in elite sport are narrowing, so we are looking to this partnership to help us find edges in human performance via hydration and nutrition practices.
Peter Harding, General Manager of GSK Consumer Healthcare Great Britain and Ireland, commented:
“We are delighted to announce the beginning of an exciting partnership with the RFU in what is a promising time for not only the senior England team but English rugby as a whole. GSK are positive that our significant experience in delivering outstanding sports nutrition will help the team maximise its potential, starting with the RBS 6 Nations.”
Informed Sport
All Maximuscle products are registered with and batch tested by Informed Sport. Informed Sport is a supplement testing and certification programme which ensures athletes that products carrying this mark have been regularly tested for prohibited substances in sport (such as WADA listed prohibited substances) and manufactured to strict GMP standards.
Responsible supplement companies have made Informed Sport part of their existing quality assurance systems to ensure their products are safer for athletes to use. Maximuscle are committed to ensuring that all its products are manufactured to the highest standards with each batch being subjected to the most stringent of quality control checks.
Maximuscle regularly visit and audit manufacturing plants to ensure compliance with the most relevant quality control standards in food and supplement manufacturing. Staff undertake regular training to ensure these quality controls are followed. Maximuscle hold certificates of conformity for all products to ensure that every batch of finished product can be traced back to the raw ingredients.
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