Liverpool Football Club (LFC) have announced a multi-year partnership agreement with British drinks brand Lucozade, roping it in as their Official Sports Hydration Partner as well as a global partner.
The multi-year deal will see Lucozade products made available at Anfield, home of the LFC men’s first team, on matchdays as well as at the AXA Training Centre and AXA Melwood Training Centre.
The two parties first partnered in 2010.
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Ben Latty, Chief Commercial Officer at LFC, commented:
“We are thrilled to announce this partnership between Liverpool FC and Lucozade, two iconic brands united by a rich heritage and a relentless pursuit of sporting innovation. We have developed ambitious commercial targets to attract the best brands that fit with Liverpool Football Club, and that can also help drive further success on the pitch. This partnership with Lucozade is a perfect example of that fit.“
Matthew Riches, head of partnerships at Lucozade, added:
“Our brand is rooted in the history of English football. Our association with Liverpool goes back to the early days of Lucozade Sport and that John Barnes had so fondly remembered. This new partnership is next level for us and it’s an absolute privilege to be their new global partner. We look forward to adding to the history over the coming years as we support the club’s performance on and off the pitch to meet the future demands of the Premier League.”
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