CytoSport™, Inc., producers of the wildly popular Muscle Milk® protein recovery drinks, has entered into a two-year agreement to be a participating sponsor and the official protein recovery drink of XTERRA, the nation’s premier off-road triathlon and trail running series.
As a Participating Sponsor of all 2013 XTERRA events, marketing, and media in the U.S., Muscle Milk is in a prime position to engage the XTERRA Tribe right after they finish their competition to help them recover quickly from the day’s efforts.
“We are really excited to partner with Muscle Milk,” said XTERRA CEO Tom Kiely. “Muscle Milk started its journey in the 90’s just as XTERRA did, so we can appreciate all the hard work and dedication it took for them to create some of the best sport-oriented nutritional products on the market today. This partnership is also a great benefit for our athletes, who can now look forward to being handed an ice cold Muscle Milk protein shake as they cross the finish line.”
Muscle Milk is a lactose and gluten free, protein-enhanced formula that promotes workout recovery, lean muscle growth and sustained energy. Packed with 25 grams of high-quality protein and 20 vitamins and minerals, it’s a perfect post-race recovery beverage after crossing the finish line on the trail.
“XTERRA offers athletes a unique competition experience, and we’re excited to support the series and the competitors’ physical commitment to be their best on race day,” said CytoSport Senior Vice President of Marketing John Peirano. “We can’t wait to help participants recover and enjoy the reward of crossing the finish line.”
Muscle Milk will be onsite at all of XTERRA’s U.S. Championship events with a recovery pavilion located right after the finish line stocked with product for competitors. Muscle Milk will also be the Presenting Sponsor of special “Under 25” category awards at XTERRA Championship events.
About Muscle Milk®
Muscle Milk® Ready-to-Drink is a protein-enhanced functional beverage that helps promote workout recovery, lean muscle growth and sustained energy. Muscle Milk takes the guesswork out of high performance nutrition, delivering a precise blend of premium proteins, complex carbohydrates, functional fats, vitamins and minerals. CytoSport™, the maker of Muscle Milk, is one of the largest sport nutrition companies in the U.S. and offers a complete line of protein-enhanced powders, shakes and bars. Muscle Milk was named Ready-to-Drink Beverage of the Year by bodybuilding.com, Best Functional Beverage and Beverage of the Year by BevNet and Company of the Year by Beverage Forum, presented by Beverage Marketing Corporation and Beverage World.