Maxifuel, the specialist endurance nutrition brand, has announced a two-year deal to become the official sports nutrition supplier to BADMINTON England and the Team England badminton squad.

The Hemel Hempstead-based company, which is part of Maxinutrition group, will provide each player with individually-tailored nutritional support to complement their lifestyle, training and competition cycles in the build-up to the London 2012 Olympic Games.

At this year’s Yonex BWF World Badminton Championships, mixed doubles star, Chris Adcock, claimed a silver medal at Wembley Arena. Senior Sponsorship Manager for Maxifuel, Mark Morgan, is confident that the sports nutrition experts can help players like Adcock optimise their performance further.

He said: “Maxifuel has identified the huge potential of helping BADMINTON England achieve its goals.

“We are excited to become the official supplier to the governing body and we are convinced that our products and expert nutritionists will be able to improve the performance levels and lifestyle choices of the players in the build up to London 2012.”

Adcock, who is tipped as one of Britain’s medal hopes at the Games, following his recent World Championship success, has welcomed the support of Maxifuel. He said: “Badminton is both physically and mentally demanding so it is vital that our preparation and recovery is well managed.

“We travel all over the world throughout the year, so there are constant pressures on maintaining a structured healthy diet. I am looking forward to working with Maxifuel’s team of experts to ensure I am in the best possible shape for elite competition.”

Within Maxifuel there are three distinct categories ‘focus’, ‘energy’ and ‘recovery’ with the complete system covering training, competition and recovery.

As Europe’s leading sports nutrition brand, Maxinutrition guarantees rigorous drug-screening checks on all its products to ensure they are manufactured to premium standards and comply with the highest levels of food and drink regulation in the UK.

Maxifuel is proud to support BADMINTON England, as well as GB & England Hockey, British Triathlon Federation and GB athletes including, Stuart Hayes (Triathlon) Kate Dennison (pole vault), Chris Walker- Hebborn (swimming) and Andrew Steele (400m).