Lucozade has become the official sports drink and hydration partner of Birmingham Phoenix, marking the brand's first commercial partnership with a team in The Hundred.
The multi-year agreement will see the brand supply hydration products to Birmingham Phoenix's men's and women's squads, while its logo will feature on the sleeve of both teams' shirts throughout the competition.
Lucozade branding will also appear on in-bowl advertising at Edgbaston Stadium during Birmingham Phoenix home fixtures as part of the partnership.
The deal strengthens Lucozade's presence in British sport and creates a further link with Birmingham through England football star Jude Bellingham, who is both a long-standing Lucozade ambassador and a co-owner and investor in Birmingham Phoenix.
Ben Seifas, head of commercial partnerships at Birmingham Phoenix, described the agreement as a significant milestone for the franchise.
“We're thrilled to welcome Lucozade to the Birmingham Phoenix family as our Official Sports Drink and Hydration Partner. To secure a brand of Lucozade's stature is a significant milestone for us, and we're particularly proud to be the brand's first partner in The Hundred,” he said.
“Performance and preparation are central to everything we do, and Lucozade's expertise in hydration and supporting elite athletes makes them a perfect fit. The connection through Jude Bellingham adds another exciting dimension to the partnership and demonstrates the growing appeal of Birmingham Phoenix to leading global brands.”
Matt Riches, European head of partnerships at Lucozade, said the partnership reflected the shared ambitions of the two organisations.
“Birmingham Phoenix, through The Hundred, are bringing a fresh energy to women's and men's cricket and we'll be supporting them in the performance moments that matter most,” he said.
“With a connection through Jude Bellingham, it's been great to see the shared ambition, both in the pursuit of success on the pitch and in the role within the Birmingham community.”