Lucozade Maker Signs Four-Year Deal with RFU

The Rugby Football Union (RFU) has inked a four-year sponsorship deal with GlaxoSmithKline (GSK), the makers of Lucozade.

GSK are responsible for products such as Lucozade and Maximuscle with both now being used by the England rugby squads from senior level down to youth. The news follows a turbulent period in the RFU’s history which saw CEO John Steele depart and former chairman Martyn Thomas departing soon after. But the announcement marks the first commercial deal since Sophie Goldschmidt left the NBA to take over as the RFU’s chief commercial officer.

The UK’s number one sports drink and nutrition brands will fuel England Rugby, becoming official partners to the Senior, Saxons, Sevens and Women’s squads. Both Lucozade Sport and Maximuscle have an excellent reputation in research and development and as part of this strategic partnership the RFU will utilise their expertise to further develop world-class hydration and nutrition strategies, aiding performance optimisation, endurance and recovery.

Alongside elite rugby, the two brands are committed to supporting adult rugby outside of the professional game and will bring their enthusiasm and expertise to players and clubs throughout the country.

Peter Harding, General Manager of GSK Consumer Healthcare Great Britain and Ireland, commented,“We are delighted to announce the beginning of an exciting partnership with the RFU in what is a promising time for not only the senior England team but English rugby as a whole. GSK are positive that our significant experience in delivering outstanding sports nutrition will help the team maximise its potential, starting with the RBS 6 Nations.”

Sophie Goldschmidt, RFU Chief Commercial Officer, said, “We are excited about our new strategic partnership with GSK’s Consumer Healthcare business.  Lucozade Sport and Maximuscle are leaders in their field and are highly respected within the industry.  This partnership will benefit all levels of the RFU’s elite game, providing products and tailored nutritional expertise to England’s Senior, Saxons, Sevens and Women’s squads – this reinforces our commitment to excellence across all levels.”

England Head Coach, Stuart Lancaster added,” Keeping our players in the best possible health and physical condition is paramount to the team’s success and we are sure that our partnership with Lucozade Sport and Maximuscle can only further help our strength and conditioning team in achieving this. The margins in elite sport are narrowing, so we are looking to this partnership to help us find edges in human performance via hydration and nutrition practices.”