The University of Alabama football program sought out Tsamma Juice last year after learning of a study on the company's watermelon juice, which is being led by the University's Human Nutrition Department. The study focuses on the effects of L-citrulline, an amino acid most known for its use as a sports performance and cardiovascular health supplement. Watermelon is the only food that provides a natural source of L-Citrulline and each 12 oz. bottle of Tsamma Juice has 600 mg of this powerful nutrient.
"Providing a natural form of hydration is critical for student-athletes and teams during the heat," said Jim Carabin, Vice President and General Manager for Learfield's Crimson Tide Sports Marketing, multimedia rightsholder for the University of Alabama. "I like knowing the product was made by local Southeast farmers who keep a close eye on quality and consistency in flavor."
Tsamma Juice extends its partnership this year by aligning with the University's sports marketing department and creating additional exposure for Tsamma Watermelon Juice across several marketing campaigns on RollTide.com, the official athletics website. Additionally, prior to the Alabama vs. Tennessee football game on October 21, Tsamma Juice will have the opportunity to engage with students and fans in a designated, branded area within the Mercedes-Benz Fan Fest adjacent to Bryant-Denny Stadium.
"Our goal with this strategic partnership is not only to hydrate and replenish the Alabama student-athletes but to share the significant health benefits of watermelon juice with the students, staff and alumni," said Hilary Long, Tsamma Juice Marketing Director. "At Frey Farms, we grow watermelon all throughout the Southeast. Our relationship with the University of Alabama focuses on performance hydration and is a great fit for Tsamma and increasing awareness throughout key markets".