52 SUPER SERIES: XS named the Official Energy Drink and Sports Nutrition Brand
Monday, December 19, 2016 6:10 PM
XS Named The Official Energy Drink and Sports Nutrition Brand of the Grand Prix of Sailing, the 52 SUPER SERIES
(Monday 19th December) – The 52 SUPER SERIES, the world’s leading grand prix monohull sailboat racing circuit, today announced that XS will be the Official Energy Drink and Sports Nutrition Product Partner of the series.
“We are so pleased to welcome XS as a main partner. It is fantastic to attract the support of a global brand that shares our enthusiasm and identifies the 52 SUPER SERIES for what it offers, becoming associated with our sport, and more especially the unique and different facets of our circuit, which is going from strength to strength.”
– said Agustín Zulueta, the Chief Executive Officer of the 52 SUPER SERIES.
Growing from innovative roots in energy drinks, XS has achieved widespread and diverse appeal through continued expansion into leading edge sports nutrition products. Today, XS products are available in nearly 50 countries, exclusively through Amway distributors.
XS has increasingly focused on adventure and outdoor sports in recent years, and intense sailboat racing has been an area of interest and engagement for some time. Partnering with the 52 SUPER SERIES advances that vision greatly.
Besides the profile achieved through branding on the TP52s themselves, around the regatta site and on the 52 SUPER SERIES video output, valued XS guests will enjoy an experience that money can’t buy when they are invited to regattas in the United States and Europe.
“The 52 SUPER SERIES is the height of monohull racing,“ said David Vanderveen, Co-Founder of XS and Global Vice President of XS for Amway. “It attracts the best sailing talent in the world as well as global business and thought leaders who lead the race teams. Our brand is about the crossroads of adventure and entrepreneurship and the 52 SUPER SERIES is both the most radical monohull sailing in the world, and it’s organised by some of the most innovative people in business. Becoming a partner really hit a sweet spot for our brand identity.”
The partnership will launch in 2017 at the first 52 SUPER SERIES event, Quantum Key West Race Week regatta, where 11 TP52s will open their challenge for the the 2017 title – which will be decided across six regattas in Key West, Miami, Tuscany, Sardinia, Puerto Portals and Menorca.
In 2001, XS was born in Laguna Beach, California to deliver positive energy via great-tasting, sugar-free drinks that are loaded with B-vitamins. Adopted in 2003 by Amway Business Owners who were channeling the entrepreneurial and adventurous spirit of Rich DeVos and Jay Van Andel, XS is the brand for engaging the next generation of the Amway business.