Liverpool has announced a multi-year partnership with Lucozade through a new marketing campaign.
The drinks brand becomes the club’s “official sports hydration partner” as it seeks to reestablish its history with Liverpool – having first partnered with them in 2010.
The deal was announced through a Lucozade launch video, which was shot in the city, with fans playing a friendly game of football, but are morphed into LFC players, when they become “hydrated by Lucozade Sport.”
“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,” said Matthew Riches, Head of Partnerships at Lucozade.
“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.”
Through the deal Lucozade Sport products and hardware will have a significant presence at Anfield on matchdays, as well as the AXA Training Centre and AXA Melwood Training Centre.
“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,” added Ben Latty, Chief Commercial Officer at LFC.
The partnership follows a major new campaign and brand platform for Lucozade, bringing together its Energy and Sport drinks for the first time in the brand’s 97-year-history.
