RFU Signs Lucozade Sport & Maximuscle Deals

16 Jan 2012 | tshego

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The Rugby Football Union has unveiled details of a new partnership with consumer healthcare company GlaxoSmithKline Consumer Healthcare (GSK), which will see Lucozade Sport and Maximuscle, part of the Maxinutrition portfolio, partner with the Elite England Rugby Squads as Official Hydration and Sports Nutrition partners respectively.

The deal, running until 2016, is the first collaboration between the two companies since the GSK acquired Maxinutrition from Darwin Private Equity, in February 2011.

The drink and nutrition brands will now become official partners to the Senior, Saxons, Sevens and Women’s squads.

Peter Harding, general manager of GSK Consumer Healthcare Great Britain and Ireland, said: ‘We are delighted to announce the beginning of an exciting partnership with the RFU in what is a promising time for not only the senior England team but English rugby as a whole. GSK are positive that our significant experience in delivering outstanding sports nutrition will help the team maximise its potential, starting with the RBS 6 Nations.’

Sophie Goldschmidt, RFU chief commercial officer, commented: ‘We are excited about our new strategic partnership with GSK’s Consumer Healthcare business. Lucozade Sport and Maximuscle are leaders in their field and are highly respected within the industry.’

‘This partnership will benefit all levels of the RFU’s elite game, providing products and tailored nutritional expertise to England’s Senior, Saxons, Sevens and Women’s squads – this reinforces our commitment to excellence across all levels.’

England head coach, Stuart Lancaster added: ‘Keeping our players in the best possible health and physical condition is paramount to the team’s success and we are sure that our partnership with Lucozade Sport and Maximuscle can only further help our strength and conditioning team in achieving this. The margins in elite sport are narrowing, so we are looking to this partnership to help us find edges in human performance via hydration and nutrition practices.’