Danish energy drink STATE has attracted a host of sporting ambassadors at the very top of their game – including Man Utd duo Christian Eriksen, Rasmus Hojlund, tennis star Caroline Wozniacki and now Swedish cross-country skier and Olympic gold medalist Jonna Sundling.

So how important are these ambassadors? Very, says the brand’s founder – because of the validation they bring to a drink designed by athletes, for athletes

Coming up with a good beverage was just the starting point of being a successful beverage entrepreneur. The key to the beverage’s success has been validating the product: whether that be through the scientific backing for its ingredients or the people who put their belief in the brand.

That’s why the impressive roster of high-level athletes quite simply ‘means everything’, says Andersen.

“They give the brand a lot of credibility,” he explains.

“Christian Eriksen – he only works with Nike and STATE. He joined our brand when we were two friends in the kitchen.

“He validates the product, when he wants to join us and be part of this – not because of money, but the mission and the product.

“I think that’s why we have more than 70 ambassadors today – they want to be part of this mission around longer lasting energy.”

That’s something confirmed by Jonna, who highlights several aspects of the brand that she was attracted to – all in all resulting in a ‘perfect match’.