Liverpool drinks to latest Lucozade deal
Liverpool FC have announced British drinks brand Lucozade as their latest official global partner.
The multi-year partnership will see a range of Lucozade Sport products and hardware benefit from a significant presence at Anfield on matchdays, as well as the AXA Training Centre and AXA Melwood Training Centre.
The fresh agreement strengthens Lucozade’s history with the Premier League club having first partnered together in 2010, and showcased club legends such as Steven Gerrard and John Barnes in historic Lucozade ads.
Lucozade also receives the official sports hydration partner designation.
Ben Latty, Chief Commercial Officer at LFC, commented, “We are thrilled to announce this partnership between Liverpool FC and Lucozade, two iconic brands united by a rich heritage and a relentless pursuit of sporting innovation.
“We have developed ambitious commercial targets to attract the best brands that fit with Liverpool FC, and that can also help drive further success on the pitch. This partnership with Lucozade is a perfect example of that fit.”
Matthew Riches, Head of Partnerships at Lucozade, added, “Our brand is rooted in the history of English football. Our association with Liverpool goes back to the early days of Lucozade Sport and ‘that’ John Barnes ad so fondly remembered. This new partnership is next level for us and it’s an absolute privilege to be their new global partner. We look forward to adding to the history over the coming years as we support the club’s performance on and off the pitch to meet the future demands of the Premier League.”
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