When the Australian Steelers launched its ‘Officially Unsponsored’ campaign, stripping the iconic green and gold for blank-canvas kits in a bold call for corporate sponsorship, the bet was simple. The right brand would show up.
Posca Hydrate did just that.
The Australian hydration soda startup has been named official drinks partner of Wheelchair Rugby Australia and the Australian Steelers, joining the World Champion team’s campaign to secure the long-term backing it has earned, but doesn’t have.
It’s a partnership built on a shared understanding of what it means to be underestimated. The Steelers, defending World Champions, currently ranked number two globally, with two gold medals, have competed at the highest level for years without a naming-rights sponsor.
Wheelchair rugby, also known as “murderball” for its speed, collisions and controlled chaos is one of the most intense sports in the world.
Posca Hydrate, a challenger brand built for athletes and active Australians who believe hydration shouldn’t be boring or compromised.
Two thousand years ago, Roman gladiators fuelled themselves with a simple drink of vinegar, salts and water, known as Posca, before climbing into arenas and chariots.
To support the initiative and boost the Australian Steelers ‘Officially Unsponsored’ campaign, Posca Hydrate co-founder Merrick Watts has launched an extension to the campaign, offering his time and resources to the business that comes on board as major sponsor of the Australian Steelers. The offer includes hand delivered product from the Australian comedian, shared office space resources at Posca Hydrate HQ as well as his own time as an “unofficial chief hydration officer (intern)” to the business that signs on as major sponsor.
“As Posca Hydrate’s co-founder and self-appointed unofficial chief hydration officer (Intern) for whatever major brand eventually jumps on the bandwagon of steel, I want to be clear: having seen the team play in real life the Australian Steelers are one of the most exciting, most underserved teams in the country. We’re a small start up but we know how to get the party started – corporate Australia, your move,” said Merrick Watts, co-founder, Posca Hydrate.
The ‘Officially Unsponsored’ campaign, launched by Wheelchair Rugby Australia in February 2026, gives brands a clear, transparent pathway to partner with one of Australia’s most successful, and most overlooked, national sporting programs.
Steelers athletes wear minimalist all-white kits with QR codes printed where a sponsor’s logo would traditionally sit. Scanning the code leads to the ‘SponsorSHOP’, a purpose-built digital marketplace offering a curated range of partnership opportunities, from naming rights and apparel to campaign collaborations and more.
For Posca Hydrate, the fit was immediate.
“The Australian Steelers are one of the most accomplished teams in Australian sport, full stop. What struck us was not just what they’ve achieved, but the fact they’ve had to achieve it without the level of corporate backing they deserve. When we saw the Officially Unsponsored campaign, we knew we wanted to get behind it,” added Ed Stening, co-founder and CEO, Posca Hydrate.
“We’re proud to come on board as Official Drinks Partner, support the team through a huge 2026 campaign, and hopefully help shine an even bigger light on what these athletes have earned.”
As official drinks partner, Posca Hydrate will be integrated across competition and campaign activations throughout 2026, beginning at the 2026 Santos Wheelchair Rugby World Challenge in Adelaide, 23-26 April, and running through to the World Championship in Sao Paulo, Brazil in August.
“This partnership with Posca Hydrate is one that we are immensely proud of and excited for. The team at Posca are genuine fans of the game, and since being introduced to our sport and the Steelers, they have shown genuine commitment to growing with us, which is everything you want in a committed partnership. Posca Hydrate is a company on the rise, much like wheelchair rugby and the Steelers and we look forward to working with them into the future,” said Chris Nay, CEO of Wheelchair Rugby Australia.
The “Sponsor the Sponsor…” campaign from Posca Hydrate launched via its LinkedIn page.
