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THE INNOVATION

The ViCAP

In recent years many new “added- value” beverages have been introduced to the market, but they all have one inherent flaw: scientific studies have shown that natural ingredients, vitamins and other time-sensitive supplements, which make drinks “functional”, tend to lose their efficacy when they come into contact with the base liquid, light and oxygen. ViCap offers the perfect solution to prevent this degradation from occurring.

The longer the ingredients are in contact with the base liquid the weaker they become
Potency and power is being maintained until the moment of consumption.

Ella Toone Agrees To Multi-Year Deal With Wow Hydrate To Inspire Next Generation

Manchester United Women’s record goalscorer, Ella Toone, has become a brand ambassador for sports drink manufacturer, WOW HYDRATE. Already endorsed by Nike, the 22-year-old is fast becoming one of the most marketable soccer players in the country ahead of the UEFA Women’s Euros next year in England.

A childhood supporter of Manchester United, Toone has played for the club ever since the foundation of their senior women’s team in 2018, helping take them from the second tier of the English game to the top four of the Barclays FA Women’s Super League in consecutive seasons. This year her image has been added to a montage on the East Stand facade of the club’s Old Trafford stadium alongside her hero Cristiano Ronaldo.

Toone is also set to be one of the leading figures for her country, the host nation at next summer’s Women’s European Championship finals. She did not make her international debut until February, but since Sarina Wiegman became the England manager after the Olympics, Toone has started all six games under the new head coach, scoring six times in eight appearances during 2021.

Latvia v England: Group D - FIFA Women's WorldCup 2023 Qualifier
RIGA, LATVIA – OCTOBER 26: Ella Toone of England poses for a photo with the match ball after scoring … [+] THE FA VIA GETTY IMAGES

Toone joins World Heavyweight boxing champion, Tyson Fury and international male soccer stars, Manchester City’s Kevin De Bruyne and Manchester United’s Harry Maguire as ambassadors for WOW HYDRATE, who’s protein and electrolyte waters are fast becoming the most popular sports hydration drink on the market for many athletes looking for marginal gains. All are said to have incorporated the drinks into their daily routines. 

Speaking about the partnership, Toone said “I am delighted to join the WOW HYDRATE team of ambassadors. Hydration and nutrition are so important to my performance on the pitch, so partnering with the healthiest sports drink brand out there will definitely benefit me.”

Toone is the second female soccer player to become an ambassador for WOW HYDRATE following in the footsteps of her international team-mate Fran Kirby. However, despite the commercial success of the Barclays FA Women’s Super League, no English player is yet established among the sport’s richest athletes. Following the retirement of Carli Lloyd, who is said to have earned $518,000 in the last year, it is reported that Chelsea and Australia striker Sam Kerr is now the highest-earning women’s soccer player in the world bringing in a salary of $500,000 ahead of Alex Morgan who earns $450,000. The six-time World Player of the Year, Marta comes in with a salary of $400,000 but is said to have a net worth of $13 million. These figures pale in comparison to the highest-earning male player, Lionel Messi, reported to earn $92 million annually.

As part of the “multi-year” agreement, Toone will also look to inspire the next generation of female soccer players through the brand’s long-term grassroots campaign, which encourages youngsters to opt for healthy hydration when playing sports. She said, “community is so important to me and I like to give back at every opportunity, so working alongside the brand on their grassroots campaign with Harry Maguire is really exciting.” Fans can expect to see Toone feature in videos similar to ones Maguire has already released in which he visits grassroots teams in the English game.

WOW HYDRATE ambassador Ella Toone in training.
WOW HYDRATE ambassador Ella Toone in training. DAVID MACFARLANE

Toone understands the value of grassroots soccer after first being spotted playing for her local team, Hindsford as a young girl. She told me, “my whole family’s really involved in football. They are a massive sporting family. I’ve played nearly every sport growing up. My dad’s taken me up and down the country. He’s been to every home and away game so he’s been really important and he’s always believed in me and pushed me. So I think without him, I don’t know what I’d be doing.”

The brand’s Managing Director Jon Hayman added, “we are very excited that Ella has joined the WOW HYDRATE family. As one of the most talented England women’s football players, we are proud to be able to provide her with the healthy hydration products she needs both on and off the pitch.”

Asif Burhan