Newcastle Jets Welcome KURE Oxygen Water as Official Partner

The Newcastle Jets have announced a partnership with beverage company KURE Oxygen Water, naming the brand as the club’s Official Oxygen and Hydration Partner for the 2025/26 A-League season.

The agreement represents an alignment between the club’s performance objectives and KURE’s growing presence in elite sport. KURE’s product, positioned as a “next-generation” functional water, is marketed as containing stabilised nanoparticle oxygen, claimed to improve hydration and oxygen delivery to muscles more efficiently than traditional bottled water.

While scientific validation of such claims may still be emerging, the partnership underscores a broader trend of professional sports clubs exploring alternative technologies to gain marginal performance advantages, a move that often carries both commercial and on-field implications.

Newcastle Jets CEO Tain Drinkwater, described the partnership as a fit with the club’s focus on performance, innovation, and pushing boundaries.

The partnership also supports KURE’s ambition to extend its influence within Australian sport, having previously activated within UK football through an association with Crystal Palace F.C. during their 2024/25 F.A. Cup-winning campaign.

For KURE, the Jets agreement builds brand equity in the Australian football market, aligning the beverage with a professional club audience and the broader A-League platform. KURE Chief Product Officer Andrew Blow framed the product as an “oxygen delivery technique” more than a conventional hydration solution, reinforcing its performance-first positioning.

The partnership is expected to include brand visibility, matchday activation, and product integration across Jets training and recovery protocols.

For the club, the tie-in adds a high-performance narrative to its sponsorship portfolio, while providing KURE with a live case study in professional football to support its claims of efficacy.

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