Lucozade will end its 20-year sponsorship of English Premier League Football to move its strategic focus to sports nutrition R&D.
The move by Lucozade, which is owned by GlaxoSmithKline, will be interpreted as an attempt to keep ahead of competitors such as PepsiCo’s Gatorade and Coca-Cola’s Powerade.
Peter Harding, GlaxoSmithKline’s general manager said that the Lucozade will use the investment to build on its "long history" of sports nutrition R&D.
“We are shifting our strategic focus and will be increasing our investment and research into the impact of nutrition on performance. This will enable us to develop more-advanced products,” he said.
