Leicester City signs sports supplements deal
“We are the now the sole food supplement suppliers to Leicester City and we deal direct with Matt Reeves, their head of performance,” Jon Williams, PAS director and nutritionist for the Welsh Rugby Union, told NutraIngredients.
What are they on?
Williams said carbohydrate, protein, creatine blends were the products of choice for elite footballers like those at Leicester. PAS works with more than 90 football and rugby teams in the UK and Europe.
Nitrogen-rich Beetroot shots and cherry drinks were also popular.
“They are also big users of [its products] ‘Pro Omega 3’ and ‘Defence’ – a high-dose multi nutrient with vitamin D and probiotics,” he said. “The supplements are periodised during the season and then we provide combinations to meet particular needs - eg illness, injury.”
Leicester’s Reeves said: “PAS have a great reputation in professional sports for their range of sports nutrition products which not only improve performance but also enhance recovery. All of their products are batched tested [with 3rd party QC assurance scheme LGC-owned Informed-Sport], which is a fundamental requirement for our athletes, and we are delighted to continue working with them.”
Performance differentials
Darren Campbell, English gold medal Olympian and SAP co-founder previously told us"When I was performing as an athlete there wasn't anything like this. So anything I'd put into my mouth, I knew a little about but not everything.”
“For me, it would be easy to bring out a range of products and not care about the ingredients and just send it out there and make lots of money. But as somebody who has been cheated out of medals by people taking performing-enhancing drugs, this is the key thing: there is a difference between performing-enhancing drugs and sports supplements.”
