The deal will run to 2016 and sees leading brands Lucozade Sport and Maximuscle, part of GSK’s Maxinutrition portfolio, partner with the elite England rugby squads as official hydration and sports nutrition partners respectively. The deal represents the first collaboration between the two companies since the GSK acquisition of Maxinutrition in February 2011.
The UK’s leading sports drink and nutrition brands will fuel England Rugby, becoming official partners to the senior, Saxons, sevens and women’s squads. The partnership will also see the RFU call on the companies’ expertise in hydration and nutrition research and development.
“Lucozade Sport and Maximuscle are leaders in their field and are highly respected within the industry,” said Sophie Goldschmidt, RFU chief commercial officer. “This partnership will benefit all levels of the RFU’s elite game, providing products and tailored nutritional expertise to England’s senior, Saxons, sevens and women’s squads – this reinforces our commitment to excellence across all levels.”
Peter Harding, general manager of GSK Consumer Healthcare Great Britain and Ireland, added: “We are delighted to announce the beginning of an exciting partnership with the RFU in what is a promising time for not only the senior England team but English rugby as a whole. GSK are positive that our significant experience in delivering outstanding sports nutrition will help the team maximise its potential, starting with the RBS 6 Nations.”