Lucozade Becomes Manchester City’s Official Sports Drink Partner | Sportcal

Lucozade Becomes Manchester City’s Official Sports Drink Partner | Sportcal

February 3, 2026 discoverhiddenusacom Health

Manchester City, a leading club in the English Premier League, has announced a new multi-year partnership with Lucozade as its official sports drink provider. This agreement marks a shift for the club, as Lucozade replaces Gatorade, a brand owned by PepsiCo, which held the designation from 2017, most recently renewing in 2022, until 2025.

A Boost for Performance

The partnership will integrate Lucozade products – including player bottles and ice coolers – into all aspects of the club’s domestic operations. This includes supporting the men’s, women’s, and academy teams during home fixtures at the Etihad Stadium and Joie Stadium, as well as in training at the City Football Academy. Lucozade branding will also be prominently displayed throughout the season via LED advertising during matches.

Did You Know? Puma’s recently renewed kit supply agreement with Manchester City is reportedly the most lucrative in Premier League history, potentially worth £100 million per season over a decade.

Kaitlyn Beale, Vice President of Global Partnership Sales at City Football Group, stated that Lucozade’s reputation for “performance and innovation” makes it a “natural fit” for the club. This partnership is intended to further enhance the club’s “elite performance environment” in the coming seasons.

Expanding Sponsorship Portfolio

Lucozade joins an already extensive list of Manchester City sponsors, including major brands such as Etihad Airways, Puma, OKX, Asahi, e&, Experience Abu Dhabi, Betway, and EA Sports FC. The club’s ability to attract such high-profile partnerships underscores its global brand strength.

Expert Insight: The consistent influx of sponsorship deals like these demonstrates the financial power of top-tier Premier League clubs and their ability to leverage their brand recognition for commercial gain. This allows for continued investment in player development and overall club infrastructure.

Volkswagen Fuels Brazilian Football

Beyond Manchester City, the Brazilian Football Federation (CBF) has secured a partnership with German carmaker Volkswagen through 2027. This agreement encompasses all Brazilian national teams, including support for the men’s team at the 2026 FIFA World Cup, hosted across the US, Mexico, and Canada, and the women’s team as they prepare to host the 2027 FIFA Women’s World Cup.

CBF President Samir Xaud emphasized that the partnership represents a “union of two forces that have shaped Brazilian identity,” highlighting Volkswagen’s role in the country’s industrial development and the CBF’s representation of national passion. Volkswagen plans to launch a special edition soccer-inspired car, continuing a tradition established with previous World Cup years.

This new agreement builds on a previous partnership between Volkswagen and the CBF from 2009 to 2014. Volkswagen also maintains partnerships with other national soccer bodies, including Germany, the Netherlands, France, Italy, the US, and Canada, and sponsors top-tier leagues in Italy, and Spain.

Frequently Asked Questions

What is the duration of the Manchester City and Lucozade partnership?

The agreement is a multi-year partnership, though the exact length of the contract was not specified.

Which teams will benefit from the Lucozade partnership at Manchester City?

The men’s, women’s, and academy teams will all benefit from the partnership, receiving Lucozade products during domestic home fixtures and training.

What is the scope of Volkswagen’s partnership with the CBF?

The partnership covers all Brazilian national teams and includes support for both the men’s and women’s teams at upcoming FIFA World Cups.

As both Manchester City and the CBF continue to forge strategic partnerships, what impact will these collaborations have on their respective performances and global reach?