TEN PERCENT CLUB - HYDRATION, SLEEP AND RECOVERY AND HOW IT WILL SHAPE THE WORLD CUP

Raising the profile of Ten Percent Club and owning the conversation ahead of the big kick off.

After a four-year wait, the FIFA World Cup finally kicked off last night. The biggest tournament in the competition’s history, it will be staged across three host countries, with 48 teams competing on football’s biggest stage.

While England’s final warm-up match in Orlando was disrupted by biblical thunderstorms that delayed kick-off, the conditions throughout this summer’s tournament are set to be a major talking point. As the competition gets underway, factors such as sleep, recovery and hydration are expected to play a more significant role than at any previous World Cup.

Over the past month, we have been working closely with Ten Percent Club, one of the UK’s leading sports supplement brands, trusted by a number of professional footballers and elite athletes. We partnered with the brand’s Head of Sports Medicine and Performance, Dominic Rae, who holds a BSc in Physiotherapy and a Master's degree in Sports and Exercise Medicine. With more than a decade of experience in professional football, Dominic has worked across the Premier League, Champions League and EFL in senior physiotherapy roles before relocating to the UAE to join Al Nasr Football Club in the UAE Pro League.

Ten Percent Club tasked us with raising brand awareness and showcasing its science-led range of natural hydration, sleep and recovery products ahead of the World Cup. A key objective was to build Dominic’s profile and establish him as an authoritative voice on performance and recovery during the tournament.

The results speak for themselves. We secured a series of high-profile media opportunities and Dom has become a regular contributor in the build-up to the World Cup, appearing on major broadcast platforms including talkSPORT Breakfast, while also providing expert insight for pieces on CNN and the Metro with coverage due on MailOnline and The Sun.

Be sure to tune into Sky Sports News next week, where Dom will be appearing live on air ahead of England’s opening Group L fixture against Croatia.

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