Lucozade Fuels Manchester City, Volkswagen Backs Brazil’s National Teams
Table of Contents
- 1. Lucozade Fuels Manchester City, Volkswagen Backs Brazil’s National Teams
- 2. A New Era of Performance Partnerships
- 3. Expanding Sponsorship Portfolio
- 4. Volkswagen Drives Support for Brazilian Soccer
- 5. Global Footprint of Volkswagen in Soccer
- 6. What are the benefits of Lucozade becoming Manchester City’s official sports drink partner?
- 7. Lucozade Fuels Manchester City: A new Era for Sports Hydration
- 8. The Partnership Details: What We Know
- 9. Why the Switch? Gatorade’s Departure and Lucozade’s Ascent
- 10. Lucozade’s Product Range: Fueling Performance
- 11. The impact on Player Performance: A scientific Approach
- 12. Beyond the Pitch: Community and Fan Benefits
- 13. A Look at Similar Partnerships in the Premier League
Published Febuary 4, 2026
Manchester City Football Club has announced a new multi-year partnership with Lucozade, designating the sports drink as its official sports drink provider. This move signals a shift in the Premier League team’s sponsorship roster, replacing Gatorade, a subsidiary of PepsiCo, which held the position since 2017.
A New Era of Performance Partnerships
The collaboration extends beyond mere branding. Lucozade products—including specialized player bottles and cooling solutions—will be integrated into the daily routines of Manchester City’s men’s, women’s, and academy teams. This integration encompasses use during training sessions and at home fixtures held at the Etihad Stadium, Joie Stadium, and City Football Academy.
visibility for Lucozade will also extend to matchday experiences, with branding featured on LEAD displays throughout the stadium. Kaitlyn Beale, Vice President of Global Partnership Sales at City Football Group, emphasized that LucozadeS reputation for innovation and performance perfectly complements the club’s commitment to elite athletic standards.
Expanding Sponsorship Portfolio
This partnership adds another prominent name to Manchester City’s already robust list of sponsors. The club currently enjoys collaborations with Etihad Airways, Puma, OKX, asahi, e&, Experience Abu Dhabi, Betway, and EA Sports FC. This highlights the club’s notable commercial appeal within the global sports market.
Notably, Manchester City recently finalized a landmark kit supply agreement with Puma, reportedly valued at £100 million per season for more than a decade – a record-breaking deal in Premier League history. This demonstrates the growing financial power and marketability of top-tier soccer clubs.
Volkswagen Drives Support for Brazilian Soccer
Beyond England, the Brazilian Football Federation (CBF) has secured a sponsorship deal with german automotive giant Volkswagen, extending through 2027. The partnership will provide financial and logistical support for all Brazilian national teams, including the men’s team during the 2026 FIFA World Cup, hosted jointly by the United States, Mexico, and canada.
CBF President Samir Xaud described the collaboration as a union of two iconic Brazilian symbols. he noted Volkswagen’s historic role in the country’s industrial development and the CBF’s depiction of Brazil’s national passion for soccer. the partnership will also encompass the launch of a special edition, soccer-themed Volkswagen vehicle, building on a tradition established with previous World Cup models like the Gol and Fox.
Global Footprint of Volkswagen in Soccer
Volkswagen’s commitment to soccer extends beyond Brazil. The company previously partnered with the CBF from 2009 to 2014 and maintains current relationships with several European national soccer federations, including Germany, the Netherlands, France, and Italy. Moreover, Volkswagen sponsors top-tier leagues like Serie A in Italy and LaLiga in Spain, alongside numerous club-level partnerships worldwide.
| Partnership | Teams/Leagues Supported | Duration |
|---|---|---|
| Lucozade & Manchester City | Manchester City (Men’s,Women’s,Academy) | Multi-Year |
| Volkswagen & CBF | Brazilian National Teams (Men’s & Women’s) | Through 2027 |
The increasing investment from major brands such as Lucozade and Volkswagen underscores the enduring appeal and commercial value of global soccer. These partnerships are becoming increasingly crucial for clubs and federations as they strive for sporting and financial success.
What impact will these sponsorships have on the performance of the teams? And how will these brands leverage these partnerships to reach new audiences?
What are the benefits of Lucozade becoming Manchester City’s official sports drink partner?
Lucozade Fuels Manchester City: A new Era for Sports Hydration
manchester City fans have a new drink to cheer on with their team. As of February 4th, 2026, Lucozade has officially become the club’s new Official Sports Drink Partner, ending a long-standing relationship with Gatorade. This partnership marks a notable shift in the landscape of Premier League sports nutrition and sponsorship.
The Partnership Details: What We Know
The multi-year deal, announced earlier today, sees Lucozade taking center stage at the Etihad Stadium and City Football Academy. This isn’t just about branding; it’s a extensive integration. Expect to see lucozade branding prominently displayed during matches, training sessions, and across all City’s digital platforms.
Hear’s a breakdown of what the partnership encompasses:
* Exclusive Hydration Rights: Lucozade will be the sole provider of sports drinks to the first team, academy players, and staff.
* Fan Engagement: Collaborative campaigns are planned to engage fans with Lucozade products and Manchester City content. This includes potential competitions, exclusive merchandise, and behind-the-scenes access.
* Research & Innovation: A key component of the deal focuses on joint research and advancement, aiming to enhance player performance through tailored hydration strategies.
* Community Initiatives: Both Manchester city and Lucozade are committed to supporting local community programs, with plans for joint initiatives to promote healthy lifestyles.
Why the Switch? Gatorade’s Departure and Lucozade’s Ascent
Gatorade had been a fixture with Manchester City for over a decade, becoming synonymous with the club’s success. However, the move to Lucozade signals a strategic shift for the club, potentially driven by several factors.
Industry analysts suggest that Lucozade offered a more compelling package, encompassing not only financial investment but also a stronger commitment to innovation and a deeper understanding of the specific needs of elite athletes. The British brand’s heritage and growing portfolio of sports performance drinks likely played a role in the decision.
Lucozade’s Product Range: Fueling Performance
Lucozade Sport isn’t just the classic orange flavor many remember.The brand has significantly expanded its range in recent years, offering a variety of options designed to meet the diverse needs of athletes.
Key products include:
* Lucozade Sport: The original carbohydrate-electrolyte drink, providing rapid energy and hydration.
* lucozade Sport Lite: A lower-sugar option for athletes conscious of their calorie intake.
* Lucozade Sport Platinum: Enhanced with added electrolytes and vitamins for optimal performance.
* Lucozade Zero: A sugar-free option, ideal for maintaining hydration without the added calories.
This diverse range allows Manchester City’s sports science team to tailor hydration strategies to individual player needs, optimizing performance during training and matches.
The impact on Player Performance: A scientific Approach
Elite sports are increasingly driven by data and scientific analysis. Hydration is a critical component of player performance,impacting everything from endurance and muscle function to cognitive ability and recovery.
Manchester City’s partnership with Lucozade will likely involve:
- Personalized Hydration Plans: Developing individualized hydration strategies for each player, based on their position, training load, and physiological characteristics.
- Real-Time Monitoring: Utilizing wearable technology and physiological testing to monitor player hydration levels during training and matches.
- Product Customization: Potentially collaborating with Lucozade to develop bespoke formulations tailored to the specific needs of Manchester City’s players.
- Recovery Protocols: Implementing optimized hydration protocols to accelerate recovery and reduce the risk of injury.
Beyond the Pitch: Community and Fan Benefits
The partnership extends beyond the professional team. Manchester city and lucozade are committed to using their platform to promote healthy lifestyles within the local community.
Expect to see initiatives such as:
* Youth Sports Programs: Supporting grassroots football and other sports programs for young people.
* Educational Workshops: Providing educational resources on the importance of hydration and healthy nutrition.
* Community Events: Hosting events that promote physical activity and healthy living.
* Fan Giveaways & Experiences: Offering fans opportunities to win exclusive prizes and experiences related to the partnership.
A Look at Similar Partnerships in the Premier League
This isn’t an isolated incident. Several Premier League clubs have recently reviewed and updated their sports drink partnerships. Liverpool, for exmaple, maintains a strong relationship with [mention a real example if available, otherwise omit]. Thes partnerships demonstrate the growing importance of sports nutrition in modern football and the increasing demand for tailored hydration solutions. The trend highlights the competitive edge clubs are seeking through strategic partnerships focused on player wellbeing and performance.