Lucozade Set to End Long-Term Sponsorship of Premier League
By Community | October 23, 2012
Lucozade Sport, owned by GlaxoSmithKline (GSK) are set to end their long-time association with the Premier League
Lucozade, who has been the official drink of the Premier League since 1992, is now looking to move the funds into research and development of sports-nutrition products, to keep ahead of competitors such as PepsiCo’s Gatorade and Coca-Cola-owned Powerade.
The contract was going to end at the end of this year’s season.
GSK general manager Peter Harding reiterated their scientific research in demonstrating the benefits of carbohydrate energy and hydration on athletic performance was paramount and they wanted to take this further.
“We are shifting our strategic focus and will be increasing our investment and research into the impact of nutrition on performance,” said Harding. “This will enable us to develop more-advanced products.”