Lucozade ends Premier League deal to focus on science
Lucozade is calling time on its 20-year sponsorship of the Premier League, as the energy and sports-drink brand looks to shift its strategic focus toward research into nutrition-enhancing products.
Lucozade: ending 21-year deal with the Premier League
GlaxoSmithKline-owned Lucozade Sport has been the official drink of the Premier League since 1992 - the only brand to have sponsored the League since its inception in February of that year.
It is now looking to move the funds into research and development of sports-nutrition products, to keep ahead of competitors such as PepsiCo's Gatorade and Coca-Cola-owned Powerade.
A three-year deal between the Premier League and Lucozade was due to end next summer, and the brand has told the League it does not wish to continue its sponsorship.
In August, Lucozade celebrated the long-running partnership with the Premier League by introducing two new drinks to be used by elite football squads. The brand continues to be a partner of The Football Association, having signed a four-year extension to the deal last year.
GSK general manager Peter Harding said the Lucozade brand had a 'long history' in scientific research, demonstrating the benefits of carbohydrate energy and hydration on athletic performance. The company wanted to 'take this further', he added.
'We are shifting our strategic focus and will be increasing our investment and research into the impact of nutrition on performance,' said Harding. 'This will enable us to develop more-advanced products.'
Lucozade sponsors sports stars such as distance runner and Olympic gold medallist Mo Farah and Manchester United footballer Ashley Young, who appeared in a TV ad for the brand prior to this summer's Euro 2012 competition in Poland and Ukraine.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- PR Account Manager fishtank 24k to 33k per year GBP, Surrey
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Junior Account Manager fishtank 22k to 28k per year GBP, Buckinghamshire
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- Graphic/Web Designer fishtank 27k to 35k per year GBP, United Kingdom
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...