SiS Broaden Horzions by Appointing Threshold Sports

Sports nutrition company, Science in Sport (SiS), has appointed Threshold Sports in a deal which will see Threshold devise and activate a long term sponsorship strategy as well as leading the negotiation and management of partnerships with teams, individuals and events.

SiS was purchased by Provexis in July 2011 and provides nutritional products for hydration, energy and recovery to help professional and amateur athletes perform at their best.

The SiS product range includes patented SiS GO Gels – an isotonic gel designed to deliver fast energy without the need for water.

New partnerships recently announced include World Champion and GB Olympic double medallist Rebecca Romero, Radioshack Nissan Trek, Rabobank Pro Cycling, Rapha Condor Sharp and Endura Racing Teams as well as the renewal, for a further five years, of SiS’s relationship as Official Supplier of Sports Drinks and Sports Nutrition to the Great Britain Rowing Team.

The scope of work will also include raising brand awareness of SiS in specialist consumer media to demonstrate SiS’s credibility as the market leader within endurance sports.

Charlie Beauchamp, Founder of Threshold Sports, said: ‘We are very pleased to be helping SiS become a more dominant force in a competitive sector. It is rare and wonderful to be able to negotiate sponsorship deals where the rights holder acknowledges that they have to have SiS because their athletes will only use SiS.’

‘We already expect to witness several Gold medallists later this summer involving elite athletes in a multitude of sports who regularly use SiS products as well as a podium place at this year’s Tour de France. This, coupled with Provexis’ plans for innovation and growth, make it a very exciting opportunity.’

Stephen Moon, CEO of Provexis and MD of SiS added: ‘We’re delighted to be working with Threshold Sports as a long term strategic partner. Teaming up with Threshold has been great timing as we continue to demonstrate even more strongly our credibility as the leaders in sports nutrition. Their understanding of sponsorship in this sector is second to none.” Stephen Moon worked previously with Charlie Beauchamp whilst he was at GlaxoSmithKline.’