Some time last year way before what would have been the Malaga 2018 World Masters Athletics Championships (which of course has now been cancelled) we discussed that the USATF Masters were in fact arranging some kind of informal donation/sponsorship campaign in order to assist Masters Athlete compete covering their travel costs and some expenses for key members whom would be deemed as Medal potentials in their stance of trying to become the number 1 Masters Athletics team.
Well now it seem they may be getting a little extra assistance, this time Formally! Yesterday the USATF Masters Announced that they have in-fact gotten themselves a sponsor!!
INDIANAPOLIS – HTWO™ HydrogenWater™ has joined the partnership family as the official sponsor of USA Track & Field (USATF) Masters, USATF announced today.
The #1 hydrogen-infused beverage company in the U.S. will activate at select USATF Masters events as part of their partnership through 2023. The official USATF Masters logo will be included on all pouches and packs as part of HTWO’s “Gold Standard” retail marketing and promotion.
“We are thrilled to welcome HTWO to the USATF family,” said USATF CEO Max Siegel. “We are proud to bring on a partner that values and supports our dedicated and passionate Masters athletes as they continue on their track and field, road running and race walking journey.”
“It will be a big year for HTWO as we partner with USA Track & Field to define our brand identity with an established leader in the sports industry. We have our sights set on capturing broad, meaningful brand awareness at the national level,” said Dr. Cody Cook, President, HTWO HydrogenWater. “The USA Track & Field Masters athletes are our target market—active individuals who are proactive about their health and the wellness of their communities.”
HTWO was the first brand of hydrogen-infused beverages produced in the United States, creating a new beverage category. The line was originally developed by medical scientists in an attempt to provide an “ultra-pure source of hydrogen gas that supports your cellular metabolism, without artificial sweeteners, flavors, or stimulants,” per the company website.
HTWO can be found in Kroger™ and ShopRite™ grocery stores and will soon be available in Safeway™ locations. HTWO is donating a portion of sales and additional products to help support the training of USA Track & Field’s Masters athletes. With the current disruption of athletic sports during this pandemic, HTWO is committed to doing its part in helping our athletes reach their full potential as they represent the USA.
USA Track & Field (USATF) is the National Governing Body for track and field, long-distance running and race walking in the United States. USATF encompasses the world’s oldest organized sports, some of the most-watched events of Olympic broadcasts, the country’s No. 1 high school and junior high school participatory sport and more than 30 million adult runners in the United States. For more information on USATF, visit www.usatf.org.
About HTWO (HTWO Beverage Company, LLC):
The first company to produce hydrogen-infused beverages in the United States, HTWO’s philosophy is that cutting-edge metabolic science can be readily available to everybody. The flagship product HydrogenWater is a novel solution to the complex problem of promoting your metabolism without caffeine or the addition of other stimulants. Headquartered in Memphis, TN, HTWO Beverage Company, LLC pioneered hydrogen-infused waters in 2007 and is known for its trademark, square-shaped pouch. The brand is now distributed in Kroger and Shoprite across the United States with additional expansion soon into Safeway. It’s the #1 hydrogen-infused brand in America. To learn more about HydrogenWater, please visit HydrogenWater.com or connect with HTWO on Facebook, Twitter, or Instagram.
This of course could be perfect timing for the assistance with the now delayed championships of 2020, originally to be in Toronto Canada, now being pencilled in for Tempere, Finland (Europe). Will the plan to be no.1 pay off or will the UK continue to dominate (just a nice little dig at my fellow athletes over the pond). Time will tell.
But what this does show is that commercialisation of Masters Athletics is Possible, following the WMA starting a sponsorship deal earlier this year with US company VKTRY
Hopefully, we keep pushing our awesome sport higher.