Liverpool Football Club has named Lucozade as its latest global partner with a view to “re-establish its significant presence and deep-rooted history with the club”.
The multi-year partnership will also see a range of Lucozade Sport products and hardware continue to have a presence at Anfield on Premier League and other competition matchdays, as well as the AXA Training Centre and AXA Melwood Training Centre.
Ben Latty, Chief Commercial Officer at Liverpool, 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.”
Lucozade Sport has a long history associated with the club, having first partnered together in 2010, with club legends such as John Barnes and Steven Gerrard appearing in Lucozade adverts.
In honour of the latest partnership, Liverpool and Lucozade have produced an exclusive launch video. Filmed in Liverpool, fans playing a friendly game of football who then transform into their favourite Liverpool players hydrated by Lucozade Sport.
Matthew Riches, Head of Partnerships at Lucozade, added: “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.”
