The agreement marks Lucozade's first partnership within The Hundred, further expanding the brand's presence and reinforcing its long-standing association with British sport and elite athletes.
As part of the partnership, the Lucozade logo will feature on the sleeve of both Birmingham Phoenix's men's and women's teams, providing prominent visibility throughout The Hundred. Lucozade will also benefit from in-bowl advertising at Edgbaston Stadium during Birmingham Phoenix fixtures and will supply products to support player hydration and performance across the competition.
Adding further significance to the collaboration is Lucozade's long-term relationship with Jude Bellingham, one of world football's biggest stars and a proud Birmingham Phoenix co-owner and investor. The partnership creates a natural connection between two brands associated with one of Birmingham's most celebrated sporting figures.
Ben Seifas, Head of Commercial Partnerships at Birmingham Phoenix, said: "We're thrilled to welcome Lucozade to the Birmingham Phoenix family as our Official Sports Drink and Hydration Partner. To secure a brand of Lucozade's stature is a significant milestone for us, and we're particularly proud to be the brand's first partner in The Hundred.
"Performance and preparation are central to everything we do, and Lucozade's expertise in hydration and supporting elite athletes makes them a perfect fit. The connection through Jude Bellingham adds another exciting dimension to the partnership and demonstrates the growing appeal of Birmingham Phoenix to leading global brands."
Matt Riches, European Head of Partnerships at Lucozade, said: "Birmingham Phoenix, through The Hundred, are bringing a fresh energy to women’s and men’s cricket and we’ll be supporting them in the performance moments that matter most. With a connection through Jude Bellingham, it’s been great to see the shared ambition, both in the pursuit of success on the pitch and in the role within the Birmingham community."
The partnership will launch ahead of the upcoming season of The Hundred, with Lucozade branding appearing on the sleeve of Birmingham Phoenix’s Men’s and Women’s shirts and throughout the fan experience at Edgbaston.
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