Clinova, the UK based global pharmaceutical company announces a strategic commercial and research partnership with Yorkshire County Cricket Club. Clinova based in Hampshire is focused on developing, manufacturing and marketing consumer healthcare products including O.R.S, Covaflu and Stemaderm.
“Clinova is incredibly excited to partner with the most successful team in English cricketing history with 31 County Championship titles,” said Charles Ebubedike, CEO of Clinova.
Yorkshire County Cricket Club current players include England internationals Tim Bresnan and Jonny Bairstow and the present club president is the former Yorkshire and England player Geoffrey Boycott.
Under the partnership, Clinova will invest in providing cutting edge healthcare technology products to help Yorkshire players play at there best including the innovative rehydration product, O.R.S, a soluble tablet form of the standard rehydration salts formula and Stemaderm, a natural skincare cream to help treat players cuts and bruises.
Scot McAllister, Physiotherapist, Yorkshire County Cricket Club, said: “In any team sport, each player must be able to perform at the top of their game.. One way performance is impacted is through the loss of vital fluids and electrolytes during training or in a competitive match and it’s important that these fluids are replaced to help support the body’s recovery. The team thinks about hydration all year round – not just when training in warmer temperatures.”
Scot added: “An athlete who feels even mildly dehydrated is unlikely to be able to give an optimum performance and puts himself at risk of developing other injuries such as cramping.
“Oral rehydration salts, like O.R.S tablets, are a great way to help the players stay hydrated and avoid any feelings of sluggishness or lack of energy.
“The convenient tablet form is perfect for keeping in kit bags – whenever the players are looking for a fluid boost they dissolve a couple of O.R.S tablets to make a refreshing lemon flavoured drink that helps replenish the glucose and minerals lost through exercise.”
In return, Yorkshire CCC will provide Clinova with stadium marketing opportunities at Headingley Cricket Ground during all home domestic fixtures and England internationals. Clinova’s hopes the exposure of its latest brands at Headingley Cricket Ground will help the company connect with its consumer base in the UK, Australia, India and South Africa.