Lucozade To Push Wc Sponsorship

Lucozade Sport is preparing its World Cup marketing campaign to promote its association as the official sports drink of the England team and sponsorship of ITV’s coverage of the tournament.

Lucozade will invest £15m for the campaign named ‘Fuelling England’s Roar’ and will push its ties with England’s vice captain Steven Gerrard with outdoor advertising,

The campaign will feature on-pack promotion created by Billington Cartmell – which will start in May and offers the chance to win a share of official England prizes – including classic England shirts, flags and caps.

As Lucozade aims to heavily push the campaign it will also release an iPhone application and Sunderland striker Darren Bent will feature in the digital aspects.

Lucozade Sport will sponsor ITV’s coverage of the World Cup along with Hyundai and the ties will be dealt with by M&C Saatchi.