Manchester City, of English soccer’s top-tier Premier League, have announced sports drink brand Lucozade as the club’s new official sports drink partner.
Lucozade replaces Gatorade, owned by drinks giant PepsiCo, which held the designation from 2017 to 2025, with the pair most recently renewing their partnership in 2022.
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The new multi-year agreement will see Lucozade products, including player bottles and ice coolers, feature across all domestic home fixtures and training environments for the men’s, women’s, and academy teams at the Etihad Stadium, Joie Stadium, and City Football Academy.
As part of the partnership, Lucozade branding will feature on matchdays via LED advertising displays throughout the season.
Kaitlyn Beale, vice president of global partnership sales at City Football Group, said: “As a brand recognized for performance and innovation, Lucozade is a natural fit to partner with the club, and we’re excited about the opportunities this partnership will bring as we continue to strengthen our elite performance environment across the coming seasons.”
Lucozade joins Manchester City’s burgeoning list of sponsors, which includes major brands including Etihad Airways, Puma, OKX, Asahi, e&, Experience Abu Dhabi, Betway, and EA Sports FC.
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By GlobalDataPuma’s recently renewed kit supply agreement with the club, reportedly set to span more than 10 years, is said to be the most lucrative such deal in Premier League history, with a reported value of £100 million per season, if the contract lasts the minimum 10 years.
Elsewhere in soccer, the Brazilian Football Federation (CBF) has secured German carmaker Volkswagen as a new commercial partner through 2027.
The deal covers all Brazilian national teams and will see the carmaker support the men’s team at the 2026 FIFA World Cup, being held across the US, Mexico, and Canada later this year, as well as the women’s team as they prepare to host the 2027 FIFA Women’s World Cup.
CBF President Samir Xaud said: “The partnership between Volkswagen and the CBF symbolizes the union of two forces that have shaped Brazilian identity over decades.
“On one hand, a car manufacturer that helped drive the country's industrial development; on the other, the institution that represents the greatest national passion.”
As part of the partnership, Volkswagen will launch a special edition soccer-inspired car, like the eight previous versions of the Gol and Fox models launched during World Cup years.
The new agreement builds on Volkswagen's previous partnership with CBF and its national teams, which ran between 2009 and 2014, as well as its current partnerships with other national soccer bodies, including Germany’s DFB, the Netherlands’ KNVB, the French Football Federation, Italy’s FIGC, US Soccer, and Soccer Canada.
The carmaker has a strong presence within league soccer, having secured sponsorships with Italy and Spain’s top-tier Serie A and LaLiga, respectively, as well as several club partnerships worldwide.
