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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

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