Sponsor strengthens its No. 1 position in the sports drink market Introduces a new formula: “Sponsor Go 0% Sugar” – as delicious as the original, targeting health enthusiasts

3 May 2023

TCP Group, the manufacturer and distributor of “Sponsor,” the number one sports drink in Thailand, is highlighting its position as a market leader with a true understanding of consumer needs by introducing a new formula, "Sponsor Go 0% Sugar," featuring the original great taste while keeping pace with the health & wellness mega trend, which is highly popular especially among the younger generation. The company is set to continuously grow and increase its consumer base by launching a "Sports Marketing" campaign, emphasizing their 4Es strategy, while encouraging people to exercise more through various activities throughout the year.

An overview of sports and electrolyte drinks shows that they have a market value of over five billion baht, indicating a 13% increase from last year. Sponsor still holds the position of market leader, with a share of over 90% while Sponsor Original in a glass bottle continues to have the highest sales volume. Furthermore, Sponsor has expanded its product portfolio with the brand-new Sponsor Go, in an original formula in a new PET bottle, which launched less than two years ago and has seen the highest growth rate of 129%.

Ms. Prapaipak Weigl, Global Marketing Director (F&B) of TCP Group, said, “‘Sponsor’ has been the market leader in sports drinks for over 39 years thanks to its expertise and understanding of consumer needs showing how Sponsor is truly consumer-centric, in terms of both the benefits of improved sport performance and its delicious and most refreshing flavor. ‘Flavor’ is Sponsor’s strength, and widely accepted by consumers, therefore, we launched a new formula - ‘Sponsor Go 0% Sugar’ - which has the same great taste as the original formula with the necessary minerals required during exercise. This new product responds to the Health & Wellness trend, as consumers become more concerned about their consumption and look after their health.”

In 2023, Sponsor is boosting the market through "Sports Marketing" by implementing the 4Es strategy, including:

  • Entrenched No. 1 Sport Drink, Sponsor aims to establish a strong brand presence as number one in sales and to win the hearts of health enthusiasts by presenting its new brand ambassadors, "Pure-Bumbim," two gold medal winning volleyball players with outstanding performance in the international arena. They will reinforce Sponsor's image as an electrolyte drink for Thai athletes competing at the international level.
  • Enlarge Category to expand Sponsor’s consumer base and target a new generation of consumers, ranging in age from 18 to 35. Research has found that this generation is more health-conscious and looking for new options that fulfill both sport performance and beneficial nutrients, but with a sugar-free option. In order to meet these needs, Sponsor has broadened its portfolio and introduced "Sponsor Go 0% Sugar," which is just as delicious as the original formula while providing the ultimate refreshment with all of the benefits. Additionally, it is easily portable in a ready-to-go PET bottle for any type of sport and activity.
  • Engage & Inspire by encouraging people to exercise or participate in activities that make them sweat, through several sports competitions throughout the year. Sponsor will support more than 155 sporting events nationwide covering a variety of sports and anticipates reaching more than 800,000 people. In addition, Sport KOLs will share fitness tips and tricks through Sponsor’s online channels, such as Facebook, Instagram, and TikTok.
  • Educational Content, which helps develop the proper awareness and understanding towards electrolyte drinks through a range of engaging content, such as their advantages, different occasions for consumption, and their significant benefits according to nutritionists and sports scientists, which you can follow on Sponsor Thailand’s Facebook p

"We strongly believe that Sponsor Go 0% Sugar and the marketing strategies that continuously create positive brand experiences will contribute to expanding the consumer base of sports drinks to a new generation who care about their health and love to exercise. This will result in positive feedback from consumers and help maintain and strengthen Sponsor’s position as the market leader in sports drinks, as the company pursues its goal of ‘Energizing a Better World for All’ and the ‘Fulfilling – energizing our brand’ strategy. TCP Group remains committed to producing high-quality beverages under the ‘House of Great Brands’ to cater to a variety of customer needs,” concluded Ms. Prapaipak.


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