Lucozade Sport Lets Fans Feel The Heat

Lucozade Sport, the official sports drink of the England Football Team, is launching the ‘Conditions Zone’ as part of the Fuel to Rule campaign – a unique 5-a-side venue that will give amateur players the chance to play in the same heat and humidity that their footballing heroes will face this summer in Brazil.

Brand ambassadors Steven Gerrard and Alex Oxlade-Chamberlain will experience temperatures of up to 32 degrees, with 76% humidity, in Brazil – and the Lucozade Sport Conditions Zone, in Canary Wharf, will reportedly be able to replicate these conditions. 

During each game at the Conditions Zone, players will receive scientific analysis demonstrating the impact the conditions have on their performance, with the increase in heat and humidity causing dehydration and fuel loss.

To ensure the Conditions Zone provides accurate feedback for players, Lucozade Sport will be working with STATSports to monitor a number of performance variables, including heart rate exertion, distance covered, weight loss and sweat loss. Prior to each game the hydration levels and core temperature of every player will be measured by a Sport Scientist, and used to deem whether the player is in a suitable condition to take part in a game.

Professor John Brewer from the University of Bedfordshire and Lead Scientific Advisor to the Lucozade Sport Conditions Zone was a member of the support staff for the 1990 Football World Cup Finals in Italy and is a specialist in the field of hydration and endurance. 

Brewer commented: ‘When playing football in hot and humid conditions the body’s inbuilt cooling system steps up a gear, meaning you sweat more, which can result in dehydration. If a player becomes dehydrated by more than 2% of their body weight their performance will suffer. Replicate this across a whole team and it can have a dramatic impact on the success of a game.’

James Young, head of sponsorship at Lucozade Sport, added: ‘We have created the Conditions Zone to help amateur players understand the importance of staying hydrated and re-fuelling when playing sport, whatever conditions they face. It’s a very exciting campaign that gives everyone a chance to see how their performance holds up against the back drop of our boys out in Brazil.’

The facility will be open from 3rd – 24th June and is free to play in.