Strathmore, the A.G.Barr-owned Scottish water brand, will be supporting this August’s Glasgow 2018 European Championships, the new multi-sport event which brings together the existing European Championships of some of the continent’s major sports including Aquatics, Cycling, Gymnastics, Rowing and Triathlon, as well as a new Team Golf Championships.

Scottish athlete Ross Murdoch (left of picture), Glasgow 2018 sporting ambassador and official ambassador for the Strathmore brand, joined the Glasgow 2018 mascot, Bonnie the Seal, and Jonathan Kemp (right), Commercial Director at A.G.Barr, to help the company launch the partnership.

Strathmore, which has been named as Official Partner of the championships, will be supplying its water to hydrate around 3,000 athletes expected to compete in venues across Scotland between 2nd and 12th August, as well as officials, staff, volunteers and medical teams on the ground.

Strathmore, Glasgow 2018 and Glasgow City Council are working together to ensure the Games are as environmentally-friendly as possible. There will be over 500 recycling bins distributed across venues to encourage the recycling of all Strathmore water bottles consumed at the Championships along with other recyclable waste.

Jonathan Kemp, Commercial Director at A.G.Barr, says: “We’re incredibly proud of the work that Strathmore does to encourage more people to take part in sport as part of its Do More campaign, so to be the Official Water of Glasgow 2018 European Championships, a multi-sport event which will engage and inspire so many people, highlights our ongoing investment and commitment to all levels of sport.”

Strathmore water joins Atos, Gleneagles, Harper Macleod LLP, Avid, NVT Group, Aggreko, Glasgow Airport and Arco as part of the Glasgorowing, w 2018 sponsor family.

The Strathmore water brand is owned by AG Barr. It is currently the official water supplier of British Athletics and IAAF World Indoor Championships Birmingham 2018. The brand is also a water partner with Scottish Swimming, Scottish Athletics, and Scottish Rugby, and supports many other mass participation events including Edinburgh Marathon, and the UCI Mountain Bike World Cup.

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To celebrate Prudential RideLondon 2017, taking place today and tomorrow, Amstel has enlisted the help of cycling superstar and Olympian Mark Cavendish to open the world’s first ever ‘ice-bath pub’, where cyclists can rest their weary legs in cold tubs while enjoying a cold, refreshing Amstel Bier.

Inspired by the popularity of ice baths among athletes, Amstel says its Amstel Cold Tub Pub is a “unique form of post-cycling recovery and all-round bonding experience for guests”.

The beer brand has been inviting cycling enthusiasts and those who take part in Prudential RideLondon-Surrey 100 are invited to banish their muscle burn by stepping into a custom-built cold tub filled to the brim with ice-cold water. Once they have taken the plunge, visitors will be offered an equally cold Amstel Bier to enjoy.

Visitors to the Amstel Cold Tub Pub can stay in the cold tubs for up to 10 minutes, after which they can continue to relax and recover on normal pub seating, admiring the array of cycling memorabilia adorning the pub’s walls, and watching Prudential RideLondon on the pub’s TVs with fellow finishers.

Open over the Prudential RideLondon weekend, today, Saturday 29th July and tomorrow, Sunday 30th July, the Amstel Cold Tub Pub has been created as part of Amstel’s ‘Ride Together’ partnership with Prudential RideLondon.

It is located on London’s Pall Mall, close to The Mall, where RideLondon finishes, making it the ideal spot for cyclists to begin post-event recovery and relaxation.

Mark Cavendish comments: “The benefits of ice baths as a recovery aid following an intensive day of exercise are well known. On the back of what will no doubt be a gruelling 100-mile Prudential RideLondon-Surrey 100, I am sure the riders will be extremely happy to know that they can be rewarded with an ice bath as well a nice cold Amstel at the finishing line!”

Ifeoma Dozie, Brand Director at Amstel, adds: “Our ‘Ride Together’ partnership with Prudential RideLondon is all about bringing cycling fans together through unique and memorable team cycling experiences. The Amstel Cold Tub Pub is just that: a one-of-a-kind form of post-cycling recovery and refreshment for groups of riders. What better way of continuing the team bonding experience after crossing the finish line than by taking the plunge into a tub of ice water while toasting team cycling success with an Amstel?”

Amstel is owned by Heineken, which employs around 2,000 people in the UK. In addition to being Britain’s leading cider and beer business, Heineken owns 1,049 pubs through its Star Pubs & Bars business. In addition to Amstel, its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Birra Moretti and Old Mout backed by a full range of niche and speciality brands.

Last month Amstel appointed Mark Cavendish as the coach of a unique eight-man amateur cycling team of people, all with the name Mark Cavendish. Team Cavendish consisted of everyday people actually born to the name Mark Cavendish as well as cycling fans who demonstrated the extent of their love for the decorated Olympian by legally changing their names by deed poll to take part.

During their Prudential RideLondon boot camp with Mark Cavendish, the team of namesakes were given invaluable advice and tips to take into the iconic Prudential RideLondon. The transformation of the amateur team into a cycling squad ready to take on the challenge can be viewed on Amstel’s YouTube channel. 

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Energizer has partnered with Volt electric bikes for a new promotion for its Energizer EcoAdvanced batteries, offering the chance to win one of 15 Volt cycles worth £1,500 each.

Launching on June 8 and running for three months, the on-pack prize promotion is giving away five e-bikes each month. To enter, consumers have to buy a promotional pack of Energizer EcoAdvanced batteries, go online to the promotional website, energizer.eu/uk/summer-promotion/, and enter their details and the last six digits or the product’s barcode.

Stuart Picton, brand marketing for Energizer, said: “We are delighted to be partnering with Volt to offer E-bikes to Energizer EcoAdvanced shoppers. The promotion is designed to remind consumers of the longer lasting performance of Energizer EcoAdvanced batteries whilst at the same time promoting environmental sustainability and innovation, key values of the Energizer brand.”

Energizer is supporting the promotion with in-store displays and point of sale material for retailers.

Launched in 2015, Energizer EcoAdvanced is a long lasting AA/AAA alkaline battery made with 4% recycled batteries The environmental sustainability element provides a natural fit for E-bikes, Energizer says.

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Eisberg, the UK’s leading alcohol-free wine brand, has agreed a three-year sponsorship deal to become the Official Wine Partner for the Tour of Britain, the UK’s biggest professional cycle race. The brand will also be the presenting sponsor for the iconic Yellow Jersey at the 2016 event, which gets underway in Glasgow on Sunday 4th September 2016.

Andrew Turner, Director of Wine at Halewood Wines & Spirits, which owns the brand, says: “Our market research revealed that there is a growing market of male consumers with an interest in alcohol-free alternatives and the Tour of Britain provides a great opportunity to engage this audience. Whether you’re cutting down to spend more time on the bike, or simply taking two to three nights off alcohol each week, Eisberg provides a great alternative for those who still want to be part of the occasion.”

Turner continues: “Cycling events at all levels are happening across the UK, bringing with them a renewed interest in the sport and with an exciting calendar of events on the horizon, there’s never been a better time to be involved with the Tour of Britain.”

As part of the partnership, VIP Hospitality guests at all eight stages of the Tour of Britain will be able to enjoy Eisberg’s range of alcohol-free wines which include a Chardonnay, Sauvignon Blanc, Rose and Cabernet Sauvignon. Fans attending stage finishes will also be able to raise a toast along with the stage winners as they celebrate on podiums across the nation with Eisberg’s new Sparkling Wine, set for launch in September.

The Yellow Jersey presented by Eisberg Alcohol-Free Wine will be awarded daily to the leading overall rider, and presented for the first time following the Stage One Finish in Castle Douglas, Dumfries & Galloway on Sunday 4 September.

Commenting on the partnership, Alastair Grant, Commercial Director for the Tour of Britain, said; “We are delighted to welcome Eisberg Alcohol-Free Wine as Partners for the Tour of Britain. We are preparing to welcome the world’s top riders to Britain for this year’s race and there will once again be an exciting battle for the Yellow Jersey presented by Eisberg this September.”

The Yellow Jersey presented by Eisberg will be produced by Dare2b, the Official Apparel Partner of the Tour of Britain.

Twentyteams will contest the 2016 Tour of Britain, including 10 of the sport’s top tier UCI WorldTour teams who rode in the Tour de France this Summer, plus the likes of Team WIGGINS and a Great Britain national team.

Three-hours of live coverage will be broadcast from each stage of the Tour of Britain, with both ITV4 and the BIKE Channel UK showing the race live, while ITV4 will also air a one-hour highlights programme each day.

The Tour of Britain is British Cycling’s premier road cycling event giving cycling fans the opportunity to see the world’s best teams and riders competing on their door step.

Re-launched in 2004 after a five year absence from the calendar, the Tour of Britain is British Cycling’s premier road cycling event giving cycling fans the opportunity to see the world’s best teams and riders competing on their doorstep. The Tour of Britain is the UK’s highest ranked professional stage race and the country’s largest free-to-watch sporting event, organised annually by SweetSpot Group.

The 2016 Tour of Britain takes place from Sunday 4 to Sunday 11 September.

Eisberg is the UK’s number one brand of non-alcoholic wine. Liverpool-based Halewood Wines & Spirits owns the Eisberg Alcohol-Free Wine brand as part of a portfolio which also includes Crabbie’s Alcoholic Ginger Beer and Lambrini.

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