Precision Fuel and Hydration

Precision Fuel and Hydration

Background 

Precision’s mission is “to give every athlete access to a personalized hydration strategy so that they have the best chance of achieving their goals.”

They do this through unique, personalized hydration solutions. Having built a reputation in elite sport, they work with professional sports teams in the English Premier League, International Rugby Union, the NFL, NBA, MLB, NHL, Formula 1 motor racing, MotoGP and Indy Car, as well as elite individuals from the worlds of cycling, running, triathlon and more.

They have built up such a wealth of data on how athletes sweat that we were able to build a free, algorithm-based questionnaire to deliver personalized hydration advice from a distance.

Brief

As part of an ongoing campaign to raise awareness of leading sports nutrition brand Precision Fuel & Hydration, we were asked to develop innovative concepts to attract and engage with mainstream national UK media and relevant sports media.

Strategy

In partnership with one of the UK’s leading sports science centres, the Porsche Human Performance Centre, we devised a string of unique sports-focused media days throughout the year to simulate the conditions athletes would face at major sporting events with varying climates around the world.

Using the centre’s heat chamber, which is used to help elite athletes acclimatise to events that take place in extreme heat, we invited journalists from a variety of prominent outlets, including Sky Sports News, Reuters, The Times, PA Media (formerly Press Association), ESPN and MailOnline, to train in the conditions and get a real understanding of the extreme challenges faced by athletes competing in heat.

We also created press releases around new company developments, such as product reviews and new online tools, and pitched review, gift and competition products to leading sports media.

Outcome

Over the last 12 months, the media days have secured more than 308 articles worldwide, including Sky Sports News, Reuters, ESPN, MSN, Business Insider, MailOnline and Daily Telegraph.

The entire global coverage reach, to date, is more than 6.9 billion, with 706 brand mentions and 37 backlinks.

What the client says

“The media days run by Sway PR are always a huge success. The team’s planning and execution is second to none and they are extremely well connected within the media meaning the coverage has been phenomenal. We are delighted to be working with them on an ongoing basis.”