Charity Water Announces Rugby League World Cup Sponsorship Deal

Charity water brand, Thirsty Planet, has secured a major sponsorship deal with the Rugby League World Cup 2013 to become the official water partner of the tournament.

The sponsorship deal includes a significant donation to the brand’s charity partner, Pump Aid, which will help fund two Rugby League World Cup elephant pumps, helping to provide clean, safe drinking water to disadvantaged communities in Africa.

The deal also includes perimeter ads at each game, a presence on the Rugby League World Cup website and in the official match programmes, as well as placement of water bottles at press conferences and in dressing rooms.

Nicky Reeve, head of marketing at Thirsty Planet, said: “The Rugby League World Cup is a truly global sporting event, attracting media from over 100 countries. It is also a family-friendly tournament and one where hydration is a very important factor. That’s why it is such a fantastic natural partnership for us.

“Thirsty Planet is an ethical brand with a strong emphasis on supporting communities, both in Africa and in the UK. As well as contributing towards providing clean, safe drinking water and improved sanitation in Africa, the brand also helps educate children on the importance of healthy hydration in UK classrooms. We are delighted to announce that as part of the sponsorship, the Rugby League World Cup will be donating to Pump Aid, which will contribute towards two elephant pumps for communities in Africa. We’re looking forward to a great competition with a lasting legacy for both organisations and for communities both here and abroad.”

Taking place from 26th October – 30th November, the BBC will provide the most comprehensive Rugby League World Cup coverage to date, combining television, radio, online and mobile coverage to give audiences extensive access to the live games, highlights, interviews and analysis.

Thirsty Planet’s sponsorship will be supported by PR and social media activity.

The only UK bottled water brand to guarantee a fixed charitable donation with every bottle, Thirsty Planet is available in a wide range of PET and glass formats, including retail multipacks and a premium range. It is currently listed across a number of multiple and independent retailers, as well as throughout the foodservice sector.

Thirsty Planet has now raised over £1.6 million in donations to Pump Aid to deliver clean water to over one million people in sub-Saharan Africa.