Liverpool Football Club and Lucozade have announced a new global partnership, which will see the British drink brand re-establish its presence with the club.
The multi-year deal will see a range of Lucozade Sport products and hardware feature at Anfield on matchdays, as well as at the AXA Training Centre and AXA Melwood Training Centre.
Liverpool FC and Lucozade have a long-standing history, having first partnered together in 2010.
Matthew Riches, Head of Partnerships at Lucozade, commented: “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.”
Ben Latty, Chief Commercial Officer at LFC, added: “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.
