ASPIRE Beverages Named Official Sports Drink of University of Wisconsin Athletics

June 28, 2016 — Today, ASPIRE Beverage Company and the University of Wisconsin-Madison announced a new partnership that named ASPIRE the Official Sports Drink of University of Wisconsin Athletics beginning July 1, 2016.

ASPIRE will exclusively supply its sports drinks for all 23 of the University’s men’s and women’s varsity athletics teams. The drinks will also be available to spectators in the concessions stands at all University athletics venues.

“The University of Wisconsin embodies greatness in both academics and athletics,” said Jesse Parker, Co-Founder and Chief Executive Officer ofASPIRE Beverage Company. “We are honored to provide their student-athletes with our innovative natural sports drinks.”

In addition to hydrating the Badgers athletic teams, the brand plans to integrate the University into its marketing efforts including advertising campaigns, social media initiatives, in-store promotions and grass roots activations.

Wisconsin Badgers mascot Bucky Badger during an NCAA college football game against the Austin Peay Governors on September 25, 2010 at Camp Randall Stadium in Madison, Wisconsin. The Badgers beat the Governors 70-3. (Photo by David Stluka)

Wisconsin Badgers mascot Bucky Badger during an NCAA college football game against the Austin Peay Governors on September 25, 2010 at Camp Randall Stadium in Madison, Wisconsin. The Badgers beat the Governors 70-3. (Photo by David Stluka)

“This partnership with ASPIRE represents the University’s commitment to do what’s best for the health and performance of our student-athletes,” Wisconsin Director of Athletics Barry Alvarez said. “In today’s competitive collegiate sports environment, we must constantly provide our student-athletes with the best resources available to help them succeed in sports, in the classroom, and in life. The ASPIRE products and mission are a great fit for Wisconsin athletics. We aspire to greatness in all that we do.”

The University of Wisconsin is one of the most recognizable and consistent programs in all of college athletics. The school has won 28 national championships and played in more combined NCAA men’s basketball tournaments and football bowl games than any other university since 1996. The Badgers own the nation’s longest streak of consecutive years with a bowl and NCAA men’s basketball tournament appearance at 14.

This new partnership further expands ASPIRE’s leadership in providing innovative, low-osmolality sports drinks (with significantly less sugar and none of the artificial ingredients found in the leading brand sports drinks) to athletes of all ages, sports and skill levels. ASPIRE has also been named the Official Sports Drink of the Under Armour All-America Game and Quicken All-Star Challenge on ESPN, National Collegiate Hockey Conference, Life Time Athletic Events, and many other organizations and events, nationwide.

“The rapid growth of ASPIRE has been driven by consumers that are increasingly reading labels and looking for healthier products from companies they admire and trust. Athletes are focused on hydration and nutrition because they recognize the impact upon their health and performance,” said John Montague, Co-Founder and Chief Aspiration Officer of ASPIRE Beverage Company. “We think it’s crazy when people consume junk in the name of sports and we’re dedicated to providing an alternative to the neon-colored sports drinks. This decision by the University of Wisconsin reflects a major trend that we expect to continue.”

With a strong foundation established in the Midwest, the company is in discussions with investment and distribution partners to continue its national growth. ASPIRE sports drinks are currently available at a variety of Wisconsin retailers including Woodman’s Markets, Sendik’s, Target, Costco, Hy-Vee, Metcalfe’s Market, Sam’s Club, Holiday, and Super America.

About Wisconsin Athletics The University of Wisconsin-Madison is a charter member (1896) of the Big Ten Conference. The university sponsors 23 varsity sports programs and is home to nearly 900 student-athletes. Wisconsin Athletics is committed to providing its student-athletes with a world-class experience that includes academic and athletic achievement, community involvement and life-enhancing opportunities.

About ASPIRE Beverage CompanyFounded in 2012 by two coaches and former athletes that were concerned about the prevalence of sugary, caloric, neon-colored drinks being consumed in the name of sports, ASPIRE Beverage Company makes better-for-you, low-osmolality sports drinks that are designed to improve the health and performance of athletes. The great-tasting ASPIRE FIRE, ICE, STORM, RUSH and RISE sports drinks contain beneficial electrolytes, vitamins and minerals without the artificial colors, flavors, sweeteners and preservatives found in other brands. ASPIRE sports drinks are sold at schools, sports facilities and retailers throughout the United States including Target, Costco, Kroger, Whole Foods, Safeway, Sam’s Club, H-E-B, Life Time Fitness and

More information is available at


Twitter: @ASPIREbeverages