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IRONMAN and POWER HORSE - a Powerful Combination

power horse engery drinkEnergy Drink POWER HORSE is the new Energy Drink Partner at nine IRONMAN races in Europe and South Africa. Dynamics and determination are the top priorities of the athletes who face this extreme challenge, making it the ideal match with the energy drink.

"People who can achieve such levels of athletic excellence deserve our great respect. To summon additional resources and endurance, many athletes rely on POWER HORSE. Our experience shows that the energy drink makes them persevere when others might have already given up," says Thomas Königsbauer, CEO of POWER HORSE. "As an international company, we are also interested in major series like the IRONMAN European Tour, because they help us to reach our target audiences on a global basis."

The internationally represented energy drink will be involved as IRONMAN partner at the following events: Spec-Savers IRONMAN South Africa in Port Elizabeth (22 April), Thomas Cook IRONMAN 70.3 Mallorca (12 May), IRONMAN Regensburg (17 June), IRONMAN France in Nice (24 June), IRONMAN Austria in Klagenfurt (1 July), IRONMAN European Championship in Frankfurt (8 July), IRONMAN 70.3 European Championship in Wiesbaden (12 August), IRONMAN Kalmar/ Sweden (18 August) and IRONMAN Wales in Pembrokeshire (16 September).

It takes 226 kilometres, about 7000 calories and twelve liters of sweat for an IRONMAN athlete to make it to the finish line. Resources must be built up over long training sessions, released during the competition and recaptured afterwards. POWER HORSE helps raise energy levels and stamina in all three phases. "We look very much forward to the new collaboration of two strong brands: POWER HORSE Energy Drinks and IRONMAN," says Königsbauer.

The partnership was arranged by Infront Sports & Media, the international sports marketing company. Infront supports the IRONMAN organizer World Triathlon Corporation (WTC) in sponsorship sales for IRONMAN and 70.3 races focusing on Europe and South Africa. The energy drink POWER HORSE has become the energy drink partner of the World Triathlon Corporation (WTC) in an agreement covering nine IRONMAN and IRONMAN 70.3 races taking place in Europe and South Africa. POWER HORSE will carry out extensive advertising and promotional activities at all nine events. The brand is also the Official Energy Drink of the IRONMAN European Tour and of individual races respectively.

"Whoever finishes first we'll call him the IRONMAN." The foundation of the most popular triathlon competition in the world goes back to an American soldier, John Collins. In 1974, on the volcanic island of Hawaii, he gathered the first 46 athletes at a starting line. The first "Ironmen" were faced with a 3.8 km swim, 180.2 km bike ride and a final marathon of 42.2 km. The race was won by ex-soldier and taxi driver Gordon Haller. Almost four decades later, IRONMAN is established both as a legend and the most-recognised brand in endurance sports. Only those who manage to do the IRONMAN or the IRONMAN 70.3 distance on their own and without any help from others are called "finishers".

About Power Horse
POWER HORSE Energy Drinks GmbH, based in Linz (Austria), is represented in more than 50 countries around the world. It has offices in Dubai (United Arab Emirates) and California (USA). In many countries, POWER HORSE is one of the leading brands in the premium segment of energy drinks. The product has become the market leader in the Middle East and parts of Africa. Expansion, especially in European markets, is continuing apace. The company, which was founded in 2004, is part of the Vitalis-Lebensmittel-Gruppe.