Leaders
Dallmeier

Business Directory

Browse the Directory

Sign Up to the Directory

Levy
FC Business Twitter
FC business Linked in
FC Business facebook
FC Business Youtube

Lucozade To End Premier League Sponsorship

Wed 24th Oct 2012 | Football Sponsorship

Lucozade Sport, synonymous with the Premier League for the last 20 years is expected to end its longstanding sponsorship deal.  

According to reports, the GlaxoSmithKline-owned brand which has been the official drink of the Premier League since 1992 - is now looking to move the funds into research and development of sports-nutrition products.

The decision is said to have been made to keep ahead of competitors such as PepsiCo's Gatorade and Coca-Cola-owned Powerade.

A three-year deal between the Premier League and Lucozade was due to end next summer, and the brand has told the League it does not wish to continue its sponsorship.

The brand continues to be a partner of The Football Association, having signed a four-year extension to the deal last year.

GSK general manager Peter Harding said the Lucozade brand had a 'long history' in scientific research, demonstrating the benefits of carbohydrate energy and hydration on athletic performance.

“We are shifting our strategic focus and will be increasing our investment and research into the impact of nutrition on performance,” said Harding. “This will enable us to develop more-advanced products.”

Posted by: Aaron Gourley

---------------------------------------------------------------------------------------------------

RETURN TO LATEST NEWS SECTION

SUBSCRIBE TO THE FCBUSINESS RSS FEED

If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk

Add to: Google Google | Yahoo Yahoo | Live Live | del.icio.us del.icio | Digg Digg |

Related Articles

Manchester City Women Sign Hays Recruitment Partnership

Fri 21st Apr 2017 | Football Sponsorship

Hays is expanding its already strong relationship with City Football Group by becoming the Official Recruitment Partner of double title winning side Manchester City Women’s FC. Manchester City...

Liverpool Ladies FC Announce First Shirt Sponsorship Deal

Wed 19th Apr 2017 | Football Sponsorship

Liverpool Ladies Football Club has announced a new shirt sponsorship deal with women’s beauty and cosmetics company, Avon Products Inc, ahead of the WSL Spring Series. The three-year deal is the...

Southampton FC Partners With TLCBET

Tue 18th Apr 2017 | Football Sponsorship

Southampton Football Club has announced TLCBET as its Official Asia Betting Partner and Official Global Casino Partner for the remainder of the 2016/17 Premier League season, as well as the following...

Hisense Becomes Official 2018 FIFA World Cup Sponsor

Thu 6th Apr 2017 | Football Sponsorship

Hisense has become an official sponsor of the 2018 FIFA World Cup, becoming the first-ever Chinese consumer electronics brand to sponsor the tournament. As an Official FIFA World Cup Sponsor, Hisense...