New Global Partnership Announced


Energy Drink giant signs partnership with Leeds United to become the Official Energy Drink Partner

Read the Official Press Release Below

Boost Drinks, Leeds based leading functional drinks brand, has announced an exciting agreement with Leeds United FC to become the ‘Official Energy Drinks Partner’ of the club for the 21/22 football season. 

 The partnership will see two energetic and ambitious local Yorkshire brands come together, in front of a huge audience both nationally and globally, with Leeds United experiencing the fastest growing digital following in the whole of the Premier League last season.  With Boost drinks huge growth agenda and Leeds United recent return to the premiership, following a 16 year absence, there has never been a more exciting time for the two brands to partner up, as fans return to the stadium following a difficult period during Covid 19.  

 As the new Official Energy Drinks Partner, Boost Drinks will be promoted throughout Elland Road and the Thorp Arch Training Ground, with a range of Boost products available on matchdays at the stadium and at the official Leeds United retail stores. 

 The new deal will see Boost branding through the LED advertisement boards around the pitch and advertising on the big screen and billboards outside of the ground. The Boost Drinks logo will also appear on the media backdrops used for interview opportunities with Marcelo Bielsa and the first-team squad. 

 The new agreement will involve a range of other initiatives, including fan and player activations with Boost appearing on Leeds United digital content to further promote the brand on both a national and global scale. 

 Founded in Leeds in 2001, Boost Drinks is the third largest selling energy stimulation brand1. As well as their popular energy drink range featuring a wide range of flavours, Boost also hold the 2nd largest selling range of isotonic sports drinks, as well as ready-to-drink iced coffee and flavoured protein shakes. Earlier this year, Boost also secured a partnership with brewery Hall & Woodhouse to take on full responsibility for the sales, marketing and distribution of the Rio soft drinks brand’. 

 Simon Gray, Founder and CEO, at Boost Drinks and lifelong Leeds United fan, said: “Leeds United are a huge Premier League club with a global fanbase, including some of the most passionate supporters in the industry. We recognise that we share a similar value set with Leeds United, we are both brave and ambitious challenger brands and are enjoying strong achievements. It’s an honour to be able to associate ourselves with such a prestigious club steeped in history. 

 “The Boost brand and our portfolio have gone from strength-to-strength with us celebrating our 20th Anniversary this year. We are confident that our work with the club will help further increase our brand awareness, as well as provide the national and international fanbase of this brilliant club with some unique opportunities to get involved in throughout the coming months.”  

 Paul Bell, Executive Director at Leeds United, added: “We are delighted to announce our new partnership with Boost Drinks at the start of another exciting season in the Premier League. Boost is a strong challenger brand within its sector and shares similar values to the Club and we are looking forward to working with and supporting Boost on the next phase of it’s brand growth both in the UK and Internationally.  The club are looking forward to welcoming supporters back to Elland Road after a challenging 18 months away and we’re thrilled they’ll now be able to purchase Boost Drinks around the stadium on matchdays. 

1 IRI Marketplace Data Symbols & Independents 52 weeks unit sales to 13th June 2021