Organisers of this year's Rugby League World Cup have announced Powerade as the tournament's official hydration partner in Australia and New Zealand.
This year's tournament sees the Women's World Cup played alongside the men's equivalent - co-hosted by Australia, New Zealand and Papua New Guinea - for the first time.
Powerade, a product of The Coca-Cola Company, will receive branding and marketing on the field of play, dressing rooms and sideline areas at the 28 men’s and 12 women’s matches.
Coca-Cola Amatil, the branch of the company in the Asia-Pacific region, will provide hydration, including Powerade and water, for all participating nations, match officials and organising staff during the event.
“Powerade is synonymous with hydration in sport and has a strong association with rugby league so we are pleased to welcome such an iconic brand to our corporate stable," said the World Cup's general manager of commercial and marketing, Rohan Sawyer.
As part of the deal, Coca-Cola Amatil will also receive full non-alcoholic pourage rights at 11 venues in Australia and New Zealand.
“We’re excited to be the official hydration partner for the 2017 Rugby League World Cup – and we’re proud that Powerade will be front and centre at every game," added Gaelle Boutellier, Coca-Cola Amatil’s director of category and marketing.
Organisers are expecting to draw an event record of 450,000 supporters at games in Australia, New Zealand and Papua New Guinea between October 27 and December 2.
Fourteen nations are set to contest the men’s tournament and six will compete for the new women’s Rugby League World Cup trophy.
Australia are the reigning champions in the men's and women's competitions.