Leicester City signs sports supplements deal

By Shane STARLING

- Last updated on GMT

'The supplements are periodised during the season and then we provide combinations to meet particular needs - eg illness, injury.' ©iStock
'The supplements are periodised during the season and then we provide combinations to meet particular needs - eg illness, injury.' ©iStock

Related tags Nutrition functional beverage beverage

Welsh firm Pro Athlete Supplementation (PAS) has signed a deal that makes it the exclusive sports supplements supplier to reigning English Premier League (EPL) champions Leicester City Football Club.

“We are the now the sole food supplement suppliers to Leicester City and we deal direct with Matt Reeves, their head of performance,”​ Jon Williams, PAS director and nutritionist for the Welsh Rugby Union, told NutraIngredients.

What are they on?

Williams said carbohydrate, protein, creatine blends were the products of choice for elite footballers like those at Leicester. PAS works with more than 90 football and rugby teams in the UK and Europe.

Nitrogen-rich Beetroot​ shots and cherry drinks were also popular.

LCFC-champs

“They are also big users of [its products] ‘Pro Omega 3’ and ‘Defence’ – a high-dose multi nutrient with vitamin D and probiotics,”​ he said. “The supplements are periodised during the season and then we provide combinations to meet particular needs - eg illness, injury.”

Leicester’s Reeves said: “PAS have a great reputation in professional sports for their range of sports nutrition products which not only improve performance but also enhance recovery. All of their products are batched tested [with 3rd​ party QC assurance scheme LGC-owned Informed-Sport​], which is a fundamental requirement for our athletes, and we are delighted to continue working with them.”

Performance differentials

beetrootshot
'Beet It' Beetroot shots have been a favourite for LCFC players in their EPL-winning season.

Darren Campbell, English gold medal Olympian and SAP co-founder previously told us"When I was performing as an athlete there wasn't anything like this. So anything I'd put into my mouth, I knew a little about but not everything.”

For me, it would be easy to bring out a range of products and not care about the ingredients and just send it out there and make lots of money. But as somebody who has been cheated out of medals by people taking performing-enhancing drugs, this is the key thing: there is a difference between performing-enhancing drugs and sports supplements.”

Related news

Show more

Related products

show more

Innovation in convenient formats: vegan gummies

Innovation in convenient formats: vegan gummies

Content provided by Cambridge Commodities | 05-Mar-2024 | Product Brochure

Supplements and vitamins in pill form have been around for decades, but consumers are now seeking alternatives that fit with their busy lifestyles and...

Krill oil supports six key areas of healthy aging

Krill oil supports six key areas of healthy aging

Content provided by Aker BioMarine | 23-Feb-2024 | White Paper

The global population is getting older—according to WHO by 2050 the world’s population over 60 years will double and the population above 80 years will...

Nootropics Report 2.0: Brain Health Insights

Nootropics Report 2.0: Brain Health Insights

Content provided by dsm-firmenich | 20-Feb-2024 | Insight Guide

The brain health market is constantly growing and evolving, with more consumers looking for innovative ways to support total mind and body wellness.

Related suppliers

Follow us

Products

View more

Webinars