The Premier League (PL) club, Liverpool Football Club (LFC) have announced a partnership with the iconic British drinks brand, Lucozade.
With this deal, the brand has been named the club’s official global partners. Furthermore, the brand plans to reclaim its strong presence and long history with the club.
The multi-year agreement will also include a substantial presence of Lucozade Sport products and gear at Anfield on matchdays, and additionally at the AXA Training Centre and AXA Melwood Training Centre.
As the UK’s most popular sports drink, Lucozade Sport has a long history of sporting success. Liverpool FC and Lucozade originally collaborated in 2010, with Reds stalwarts like John Barnes and Steven Gerrard featured in iconic Lucozade advertisements.
To commemorate the collaboration, LFC and Lucozade created a special launch video. Fans playing a friendly football game in Liverpool transform into their beloved LFC players while being hydrated by Lucozade Sport.
Ben Latty, Chief Commercial Officer at LFC, said, “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 Football Club, 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, said, “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.”
The collaboration comes after Lucozade launched a significant new campaign and brand platform, combining its renowned energy and sports beverages for the first time in the company’s 97-year history. The campaign ‘bring the energy’ focuses on how Lucozade motivates people to step up to the challenge and perform with enthusiasm in the moments that matter to them.