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Blades and NouriSH Me Now

8 October 2014

Kicking off official nutritional drinks partnership

A bold partnership between Sheffield United - currently celebrating the 125th anniversary - and one of the city's youngest business ventures has kicked off.

The Blades and nouriSH me now have just signed a new partnership deal which has seen nouriSH me now become the club's Official Nutritional Drinks Partner.

The deal was celebrated alongside the Club's 125th birthday celebrations, which coincided with a last minute win against Gillingham in the last home game.

United's first team and Academy players used nouriSH me now's recovery drink for the whole of SUFC's successful 2013/14 season. They were keen to continue the relationship.

"The partnership is more than just a product endorsement.' said Nick Cox, Academy Manager. "It will enable us to share ideas and knowledge around athletic development and striving for excellence.

"There is a synergy between the two organisations. NouriSH me now is a Sheffield-based company that is passionate about the development of people and excellence in performance. The brand is a perfect fit for us."

NouriSH me now co-founders Rachel Smith and Lynwen Harrison attended the Gillingham game, and were proud to launch their association with the Club by sponsoring the away dug-out.

"We are thrilled and delighted to be the Official Drinks Partner to SUFC, a Club which has such a strong ethos of integrity and excellence across the first team and Academy. We particularly enjoy working with businesses that have creative vision. It takes courage to support and work with a smaller business. This is just the beginning of what we hope will be a long-term relationship," said Rachel Smith.

Head of Commercial at Bramall Lane, Paul Reeves said: "We are delighted to welcome Rachel and Lynwen onboard as a new commercial partner and work with them as they grow their business. It is another excellent brand relationship which works well for Sheffield United."

NouriSH me now is an innovative, fresh, dairy-based recovery drink that the players use after games and training. Recovery drinks comprise carbohydrate to replace muscle glycogen, protein to help repair damaged muscle tissue, and water to replace fluid loss.

Sports scientists have discovered an optimal 20 to 30 minute window following training and competing when taking a protein and carbohydrate mix aids muscle recovery, allowing training to resume again sooner.

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Pictured from left to right: Striker Jose Baxter, nouriSH me now co-director Lynwen Harrison, Sheffield United Head of Commercial Paul Reeves, Rachel Smith, nouriSH me now co-director, and defender Terry Kennedy

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