March 8 – Lucozade Sport has signed its first sponsorship in women’s football as the official sports drinks and hydration partner of the England Women’s team ahead of the France 2019 World Cup.
Described as a multi-year deal, no value has been given for the partnership. Lucozade Sport has been the official sports drink and hydration partner for the England Men’s Football Team since 2008
Lucozade Sport’s first activation will focus on the women’s team around the Lucozade’s ‘Made To Move’ tagline and featuring a number of players on specially designed Lucozade Sport bottles and star in a major marketing campaign including in-store activation and advertising.
The focus of the marketing on the women at the World Cup comes at the same time as England’s men’s team will be competing at the Nations League finals in Portugal.
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.”
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