Jude Bellingham has signed as Lucozade’s newest athlete in a multi-year deal that will see the football star become the face of a new TV campaign.

Lucozade announced the partnership in a social post, which featured the Real Madrid midfielder being reunited with his lost Lucozade sports bag. In the video a group of individuals embark on a race against time to transport the bag across the country, from his hometown of Stourbridge to Wembley Stadium.

Matt Riches, Head of Partnerships at Lucozade, said: “Jude embodies what we’re all about at Lucozade so this is a massive moment for our brand. He epitomises our Bring the Energy campaign and we know he’s going to take it to the next level. The next few months for Jude and the England team are going to be huge and we’re excited to be with him every step of the way.”

The deal with Bellingham marks an extension of Lucozade’s long-term agreement with the England senior men’s and women’s football teams. For the past 17 years, the sports drink has been a partner of the national team.

On top of its long-term agreement with England, the brand has a history of collaborating with top athletes from a wide range of sports. Bellingham joins the roster alongside heavyweight boxer Anthony Joshua and rugby player Marcus Smith.

As mentioned above, the announcement comes alongside the release of a TV advertisement, featuring Bellingham in a prominent role. This marks the second film under Lucozade’s ‘Bring the Energy’ strategy, a brand platform illustrating how Lucozade empowers individuals to “rise to the challenge”.

The TV advert is set to air tomorrow (16 May), with placements secured during the UEFA Champions League Final and major football fixtures throughout the summer of sport.

The partnership comes at a pivotal time for the young midfielder, who is poised for an eventful few months. Before representing England this summer, he’ll have the opportunity to compete in the UEFA Champions League Final at Wembley Stadium in June. 

Bellingham commented: “If you’ve played sport at any level in the UK, you know that Lucozade Sport is the go-to drink associated with sporting performance. My brother and I used to watch our dad play football and I always remember him having one in his hand.

“So to now be working with such an iconic brand is massive for me – I’m looking forward to Bringing the Energy with them this summer and beyond!”

Media rights for UEFA Champions League have been a big talking point as of late. Earlier this year it was announced that New World TV acquired broadcast rights to showcase the rest of the 2023-24 UEFA Champions League season for French-speaking sub-Saharan audiences.

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