Natural mineral water brand Volvic, has signed footballer Marcus Rashford as its newest UK brand ambassador, “reinforcing its position in the sporting world” during a major period for football, it said.
This partnership brings together one of the country’s most recognised sporting figures with a brand rooted in “refreshing purposeful hydration.”
With Rashford a powerful role model both on and off the pitch, the move reflects “a shared belief in the positive role nutrition and hydration can play in wellbeing and long‑term performance,” Volvic added.
The collaboration is brought to life through a fully integrated campaign launching this summer, building on its Awaken Your Inner Force, which spotlights the role of hydration in supporting both physical and mental performance.
Volvic is in the process of rolling out an on‑pack promotion across the majority of its products, giving shoppers the chance to win up to £5,000 in cash, alongside prizes including footballs signed by Rashford.
The promotion features across Volvic Touch of Fruit and Volvic Natural Mineral water products and will land in UK retailers from late April onwards.
The announcement marks Volvic’s continued investment and innovation in healthy hydration, with its recent entry into functional water category through the launch of the Volvic Vitamin+ range earlier this month, and Touch of Fruit Cherry last year.
The brand will also have strong ATL and OOH investment to support the partnership. A new TV creative featuring Rashford will be supported by a national OOH rollout designed to maintain visibility in high‑traffic locations throughout the summer.
Rachael Hann, business unit director, Waters & SIA NE, said, “With live football at the forefront this summer, Volvic’s partnership with Marcus Rashford puts the brand alongside one of the most influential and inspiring figures in the game.
“We’re always on a mission to showcase the role of hydration in supporting performance, while creating a powerful connection with shoppers during a period of heightened engagement and demand.”
Rashford added, “There’s a big focus on stats and science in football, but performance starts with the basics. Hydration is huge for me, it’s what helps me feel sharp, recover well and perform at my best.
“That’s why I’m excited to work with Volvic ahead of a massive summer of football. The game is driven by passion, from fans to players, and Volvic is about helping everyone awaken their inner force during the moments that matter.”
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