Lucozade Sport has signed a multi-year deal to become the official sports drinks for England Women’s and Men’s senior football teams.
Marking the first time the brand has moved into women’s football, the partnership aims to raise awareness ahead of this year’s FIFA Women’s World Cup and tie in with Lucozade’s ‘Made To Move’ mantra.
A number of England Women’s players (Lionesses) will also feature on specially designed Lucozade Sport bottles and star in a new marketing campaign, including in-store activation and advertising.
Claire Keaveny, head of marketing at Lucozade Sport, said: “Lucozade Sport has a long history of supporting football and we’re really proud to be signing a partnership with The FA to extend our support to England women and backing the Lionesses. We hope our support not only hydrates the Lionesses ahead of the FIFA Women’s World Cup 2019, but the investment also plays its part in inspiring a whole generation of people to move.”
Steph Houghton OBE, England Women’s football captain, added: “Lucozade Sport has huge footballing heritage so it feels like a big moment to know that the Lionesses will be joining that history. Having such an iconic brand supporting women’s football is proof of just how popular the sport has become.”
Lucozade Sport has been the official sports drink for the England Men’s football team since 2008 and also works with boxing champion Anthony Joshua and fitness coach Gemma Atkinson.