Liverpool FC has announced an exciting multi-year partnership with Lucozade, reestablishing their collaboration to bring renewed energy to the team.
The new marketing campaign marks Lucozade’s return as Liverpool’s ‘official sports hydration partner,’ harking back to their first partnership in 2010.
History Revisited
Lucozade’s connection with Liverpool dates back to 2010. The brand’s reintroduction represents a significant step, invoking nostalgia for long-time fans.
‘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.’ said Matthew Riches, Head of Partnerships at Lucozade.
New Beginnings
The partnership was publicised through a launch video shot in Liverpool, where fans, depicted playing a friendly game, morph into Liverpool players after being ‘hydrated.’
Through this creative campaign, Lucozade showcases its commitment to supporting both fans and players, underlining the brand’s innovative approach.
Strategic Importance
Ben Latty, Liverpool’s Chief Commercial Officer, emphasised the importance of aligning with top brands to enhance the club’s on-pitch success.
‘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.’
Matchday and Training Presence
Lucozade products will feature prominently at Anfield on matchdays and at the AXA Training Centre.
The inclusion of Lucozade hardware extends to the AXA Melwood Training Centre, ensuring players stay refreshed and hydrated.
This considerable presence is aimed at supporting player performance and recovery during crucial periods throughout the season.
Fan Engagement
The new campaign focuses significantly on fan engagement, creating a deeper connection between the brand and the supporters.
By involving fans in their marketing video, Lucozade demonstrates its understanding of the club’s passionate community.
This approach aims to create a more inclusive atmosphere surrounding the club and its commercial partners.
Long-Term Goals
Matthew Riches expressed excitement about continuing to build on the long-standing relationship between Lucozade and Liverpool.
‘This new partnership is next level for us and it’s an absolute privilege to be their new global partner.’
The deal aims to bolster both on-field performance and off-field fan engagement for years to come.
Campaign Innovations
In a groundbreaking move, Lucozade has launched a major new campaign bringing together its Energy and Sport drinks for the first time.
This innovation exemplifies the brand’s forward-thinking strategies and commitment to evolving with the modern sport.
By merging both product lines, Lucozade aims to cement its status as a leading hydration brand in football.
Social Media Buzz
Social media platforms lit up as Liverpool fans and players shared their thoughts on the new partnership.
The club’s official Instagram account shared the launch video, drawing positive reactions and excitement.
The partnership between Lucozade and Liverpool FC promises significant benefits for both parties in terms of performance and fan engagement.
With innovative campaigns and a strategic presence, Lucozade’s return is set to energise Liverpool FC for the seasons ahead.
