DTC nutritional drinks brand Exalt has signed a sponsorship deal with Tottenham Hotspur Football Club, which will see the brand produce bespoke drinks for the club’s first team players.
The four-year deal involves Exalt working with the club’s head of nutrition Emma Tester to develop unique formulations for each player, based on their nutritional requirements and supplement regime.
“This partnership is huge for a business which we only started two years ago in one of the most difficult economic environments in recent history,” said co-founder Charlie Wilson-Vaughan.
“As such, we are immensely proud to be an exclusive supplier to one of the world’s leading football clubs. It’s testament to the hard work, dedication, and expertise of the Exalt team,” he added.
Exalt makes around half of its sales through its own website, with 30% of that revenue coming via customer subscriptions. The other half of sales is via retailers including Selfridges, Ocado and Planet Organic as well as Equinox Gyms and Peloton Studios.
The brand was launched after both founders, a married couple, were made redundant from their city jobs within six weeks of each other in 2019, prompting them to take a risk on starting the business they had always “put off until after the next bonus round”. The brand’s range includes fresh, raw protein smoothies, functional cold-pressed juices and sports recovery drinks.
The Tottenham Hotspur partnership is not Exalt’s first major deal. Last year Exalt created co-branded drinks for Nike for the sportswear brand’s 50th anniversary, and is soon to launch an apparel range with Lululemon.
“Our customers are typically high-achievers who are time-poor and they know we’ve got their back when it comes to premium, fresh, on-the-go nutrition that is rooted in science,” said co-founder Dan Wilson-Vaughan. “This is how we’ve managed to create such a loyal following in such a short period of time.”
Tottenham Hotspur has struck several partnerships in the grocery sector. The club’s ground is home to a Beavertown micro-brewery and taproom, with one of the brewer’s drinks – One Of Our Own – sold exclusively within the stadium. In 2021, rapid grocer Getir became the team’s first official training wear partner, with the three-year agreement seeing Getir’s logo feature on the front of the club’s training kit for the men’s team.
“Exalt is a young, smart, British business with sustainability at its heart – something we are extremely passionate about as a club,” said Fran Jones, partnerships director at Tottenham Hotspur. “This agreement represents an exciting opportunity for us to provide our nutritionists with best-in-class products to support our players’ performance and recovery.”
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