The British and Irish Lions have confirmed Maximuscle as their official sports nutrition supplier for this summer's tour to Australia.

Also the official sports nutrition partner of England Rugby, Maximuscle has already provided nutritional support to the 2005 and 2009 tours. Commenting on the relationship with the nutrition brand, British & Irish Lions CEO John Feehan said: "We have plenty of experience working with Maximuscle on previous tours and regard their sports nutrition products to be the best in the business.

"Maximuscle has a fantastic range of products that will cater to all of our player's needs throughout the six weeks."

Senior sponsorship manager for Maximuscle, Mark Morgan, added: "The British & Irish Lions tours are an incredible concept and one that I know, through talking to other Maximuscle ambassadors, resonates with all sports people. The Lions is a brilliant advert for the sport of rugby; it demonstrates teamwork of the highest order. We are delighted to be a part of this tour and proud of our position as the leading nutrition brand within the sport."

"International rugby is seriously demanding; the players' bodies take a lot of knocks and this strain is then intensified by the tough tour schedule. The nutrition plans, devised by our expert nutritionists, alongside the Lions coaching team, will be essential in enabling the squad to recover after training and tough preliminary games and to go on to perform at their very best in the Test Matches."

A part of the GlaxoSmithKline (GSK) owned Maxinutrition group, Maximuscle works with over 1,000 athletes and professional sports teams including the Welsh Rugby Union, London Wasps and Northampton Saints, alongside individuals including Chris Robshaw and George North.

Published in Sponsorship