Lucozade announced as Liverpool FC’s official sport hydration partner

Liverpool Football Club and Lucozade have announced a new global partnership, which will see the drinks brand re-establish its significant presence and deep-rooted history with the club.

The multi-year deal will see a range of Lucozade Sport products and hardware feature at Anfield on matchdays, starting at this weekend’s preseason fixture against Sevilla, 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, and memorably showcasing Liverpool FC Legends such as Steven Gerrard and John Barnes in Lucozade ads.

To celebrate the partnership, LFC and Lucozade have produced an exclusive launch video. Filmed in Liverpool, fans playing a friendly game of football morph into their favourite LFC players hydrated by Lucozade Sport.

“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,” Ben Latty, chief commercial officer at LFC.

“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.”

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.”

The partnership follows a major new campaign and brand platform for Lucozade, bringing together its iconic Energy and Sport drinks for the first time in the brand’s 97-year-history. ‘Bring the Energy’ is all about how Lucozade helps motivate people to rise to the challenge and to move with energy in the moments that matter to them.