Volvic has named footballer Marcus Rashford as its newest UK brand ambassador as the natural mineral water brand ramps up its sporting push ahead of a major summer of football.

The partnership will form part of Volvic’s wider Awaken Your Inner Force campaign, which focuses on the role hydration can play in supporting physical and mental performance.

The campaign will launch this summer with a new TV advert featuring Rashford, alongside a national out-of-home rollout designed to drive visibility in high-footfall locations.

From late April, Volvic will also roll out an on-pack promotion across the majority of its range, giving shoppers the chance to win up to £5,000 in cash, as well as football-themed prizes including balls signed by Rashford.

The promotion will feature across Volvic Touch of Fruit and Volvic Natural Mineral Water products, landing in major UK retailers including Sainsbury’s, Waitrose and Tesco.

The partnership comes as Volvic continues to invest in healthy hydration, following its recent move into the functional water category with the launch of Volvic Vitamin+, as well as the return of its Touch of Fruit Cherry flavour last year.

The brand said the UK waters category is continuing to perform strongly, with value sales up 13.4 per cent year on year and volumes rising 11.4 per cent. Flavoured still water value sales are up 17 per cent, while still benefit water has grown 34 per cent.

Volvic business unit director Rachael Hann said: “With live football at the forefront this summer, Volvic’s partnership with Marcus Rashford puts the brand alongside one of the most influential and inspiring figures in the game.

“At Volvic, we are always on a mission to showcase the role of hydration in supporting performance, while creating a powerful connection with shoppers during a period of heightened engagement and demand.

“Our mission is to inspire everyone to awaken their inner force, unlocking the power within to perform at their best in every moment.”

Rashford added: “There’s a big focus on stats and science in football, but performance starts with the basics. Hydration is huge for me, it’s what helps me feel sharp, recover well and perform at my best.

“That’s why I’m excited to work with Volvic ahead of a massive summer of football. The game is driven by passion, from fans to players, and Volvic is about helping everyone awaken their inner force during the moments that matter.”