March 25: Fast&Up, the sports and active nutrition brand of Aeronutrix Sports Products has entered into a partnership with sports management company Procam International, as the official energy drink partners to all their IAAF Labelled races. The races include Tata Consultancy Services World 10K, Tata Steel Kolkata 25K, the Airtel Delhi Half Marathon and Tata Mumbai Marathon.
As the energy drink partner to these races, Fast&U has placed itself among the top brands of India. This association, according to a report, will help it create awareness and cater to more than 12,50,000 runners nationally.
Fast&Up will provide energy drink support with their flagship product Fast&Up Reload to the runners during their run that will provide them with energy and help enhance performance. The partnership is a step forward towards the brand’s aim to revolutionize the way sports nutrition is administered in India.
As running continues to establish itself as the largest mass participation sport in India, Procam running events have played a pivotal role in this evolution. From starting a health & fitness revolution that spawned over 1200 races in the country, to creating a springboard for Indian long- and middle-distance runners; these events apart from being an important part of the global running calendar have also become a beacon of humanity and compassion. The events transcend sport to provide equal opportunity participation across a cross-section of society. Today, the Procam events are the single largest sporting platform for charity in India, the report added.