avant

Avant Water has signed a three-year partnership with Premier League club AFC Bournemouth to promote lower-sugar drinking.

The six-figure deal includes co-branded water bottles, with a penny from each sale donated to the Community Sports Trust or the club’s charity.

Exclusive co-branded water bottles will be available on matchdays and in local convenience stores. The partnership will be supported by in-stadium advertising and fan competitions on social media.

Soner Kanal from Avant Water commented: “The nation faces huge challenges and drinking more water and less sugar is an accessible way for everyone to improve their health and performance. Signing this partnership is a proud moment for Avant and we’re looking forward to developing our relationship with AFC Bournemouth as well as working closely with its Community Sports Trust. Our localised strategy with this partnership means that we can truly support retailers in and around the area.”

The wider bottled water category saw a 7.1% increase in volume in 2024, according to The Grocer.

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