Coca-Cola is aiming to boost its Powerade brand

Coca-Cola is aiming to boost its Powerade brand

The Coca-Cola Co has announced a global "strategic alliance" with sports app Endomondo.

Under the agreement, announced yesterday (24 October), Coca-Cola said it will help Endomondo, already available in 200 countries, grow its user base and enter new markets. The soft drinks group will also assist in boosting the application's functionality and "drive innovation", it said. 

In return, Endomondo is initally promoting a Powerade "hydration feature", which will tells users how much they need to drink during and after a workout. It is also launching a competition called the 'Powerade Challenge'. 

Emmanuel Seuge, Coca-Cola's worldwide sports and entertainment marketing head, said it is an opportunity to "continue to establish Powerade as a true sports brand".

Financial details of the deal were not disclosed. 

Coca-Cola said it also expects to "finalise an agreement" that will allow it to become an investor in Endomondo. The app was first released in 2007 and claims to be getting up to 25,000 new users a day. 

Coca-Cola announced a similar tie-up in April this year with Spotify and last year bought a minority share in US music licensing company Music Dealers.