NÄAK and UTMB

From the official UTMB Instagram account:

We are thrilled to welcome NÄAK as the Official On Course Sports Nutrition and Hydration Supplier of the UTMB World Series.

A few month ago I had never heard of that brand, then over the winter they announced several high profile athlete sponsorships and now this partnership. Pretty crazy rise to prominence if you ask me. I wonder if anyone bankrolls them in the background?!