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Suntory’s Lucozade Partners Liverpool Football Club
Suntory owned energy drink Lucozade has scored a multi-year global partnership with Premier League giants Liverpool Football Club (LFC).
Under the deal, the popular energy drink brand has been named the club’s official global partners. It also offers Lucozade brand presence in Anfield and the training centres of the football club.
To kick off the recent collaboration, Lucozade created a special launch video of fans playing a friendly football match transforming into Liverpool stars while being hydrated by Lucozade Sport.
Matthew Riches, Head of Partnerships at Lucozade, said,“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 ad 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.”
According to ASN data, Lucozade has been dormant in the Asian sponsorship market since Q120, its two last deals were with Malaysian half-marathon race HSN 21 KM and World Amateur Golf Championship in October 2019. Historically, the brand’s deals has been between US$10k and US$106k, although the bulk of deals tend to be in the US$35k and US$50k range.
