The Premier League (PL) club, Crystal Palace Football Club have announced a new partnership with the functional water brand, KURE.
The new agreement has designated the natural spring water brand as the club’s official oxygen water partner.
This collaboration will encompass the club’s men’s and women’s first teams, as well as the Academy, for the entirety of the current season.
As part of the partnership, KURE’s products will be exclusively available for purchase at the Selhurst Park Stadium, offering fans access to innovative hydration solutions. Beyond product availability, the collaboration will support the Palace For Life Foundation with free water bottles for fundraising events and contribute to environmental sustainability through KURE’s participation in the Prevented Ocean Plastic Scheme.
Commenting on the new partnership, Barry Webber, Chief Commercial Officer of Crystal Palace, said, “We are delighted to be partnering with a sustainably driven brand like KURE, which embraces such an innovative and scientific approach to hydration and performance. KURE are as passionate about protecting the planet as they are about delivering quality products, and we’re excited to have them on board as our official oxygen water partner.”
KURE Chief Product Officer, Andrew Blow, added, “KURE is thrilled to be partnering with an organisation like Crystal Palace that has such a forward-thinking approach towards science, innovation, community and sustainability.
“The role of oxygen in turbocharging athletic performance is well understood, and KURE is scientifically proven to contain 10 times more oxygen than any other bottled water.
“The KURE brand promise is to deliver functional oxygen within an everyday product to people from all walks of life at a price they can afford.”
KURE is a functional water beverage designed to deliver a concentrated dose of oxygen directly into the body, offering benefits such as increased energy, improved focus, and enhanced recovery.
The partnership with KURE joins other notable sponsorships for Crystal Palace this season, including TEN, NET88, and Guavapay.
Crystal Palace kick off their 2024/25 campaign tomorrow against Brentford at 6:30 PM IST. The club has strengthened its squad with the signings of Ismaïla Sarr, Chadi Riad, and Daichi Kamada.