Birmingham Phoenix teams up with Lucozade

The Hundred franchise Birmingham Phoenix has announced a new partnership with British softs drinks and energy drinks brand, Lucozade. The partnership will see Lucozade become Birmingham Phoenix’s Official Sports Drink and Hydration Partner and will have their logo present on the sleeve of the Birmingham Phoenix’s men’s and women’s teams. Lucozade will also have branding via in-bowl advertising at Edgbaston Stadium during Birmingham Phoenix fixtures and will supply products to support player hydration and performance across the season.

Birmingham Phoenix’s co-owner Jude Bellingham currently also serves as a brand ambassador for Lucozade with the partnership being a first time in The Hundred for Lucozade. 

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.”