Lucozade Ends Premier League Deal
Lucozade, the official drink of the Premier League since 1992 and the league’s longest running sponsor, is set to end the partnership. The announcement follows the news that Lucozade will be shifting its strategic focus towards research into the nutritional impact on athletes’ performance.
Lucozade will continue to sponsor the Football Association having signed a four year extension to the deal in 2011. However the brand has informed the Premier League of its decision not to extend the sponsorship when their deal ends next summer, according to media reports.
Peter Harding, the general manager of GlaxoSmithKline which owns the Lucozade brand commented: ‘We are shifting our strategic focus and will be increasing our investment and research into the impact of nutrition on performance; this will enable us to develop more-advanced products.’
Lucozade, who sponsor athletes such as Mo Farah and Ashley Young, celebrated its partnership with the Premier League at the beginning of the 2012/13 season by introducing Lucozade Sport Elite.
