Water brand Avant has partnered with football club AFC Bournemouth to promote lower-sugar drinking through co-branded bottles.
The partnership, backed by a six-figure investment, will be supported by advertising inside the club’s Vitality Stadium as well as competitions on social media.
Additionally, 1p from each sale of a co-branded bottle will be donated to the Community Sports Trust or the club’s charity.
The bottles will be available to local convenience stores.
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Avant and Bournemouth launched the partnership in response to figures showing that 26% of people in the UK are classed as obese, while 37% of children under five in Bournemouth have tooth decay, compared to almost 25% nationwide.
Soner Kanal, director at Navson which owns Avant Water, said: “Challenging the role that sugary drinks play in sport is very important. The nation faces huge challenges and drinking more water and less sugar is an accessible way for everyone to improve their health and performance.
“Signing this partnership is a proud moment for Avant and we’re looking forward to developing our relationship with AFC Bournemouth as well as working closely with its Community Sports Trust. Our localised strategy with this partnership means that we can truly support retailers in and around the area.”
Avant is available to independent retailers from Bestway.
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