Birmingham Phoenix team up with Lucozade

Birmingham Phoenix of The Hundred have announced a partnership with British beverage company Lucozade.

The soft drinks and energy drinks company will serve as the Phoenix’s Official Sports Drink and Hydration Partner and will have its logo featured on the sleeve of the franchise’s men’s and women’s teams’ playing shirts. Lucozade will also enjoy in-bowl advertising rights at Edgbaston Stadium during Phoenix games, as well as supply products to support player hydration and performance throughout the season.

English footballer Jude Bellingham, Birmingham Phoenix’s co-owner, is also a Lucozade brand ambassador.

Ben Seifas, Head of Commercial Partnerships at Birmingham Phoenix, commented:

“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.

“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, added:

“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. 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.”