Lucozade has a long-standing history with Liverpool, having first partnered with the club in 2010. (Lucozade)

English Premier League soccer giants Liverpool have announced UK soft drinks brand Lucozade as the club’s new official hydration partner ahead of the upcoming Premier League season.

Through the deal, Lucozade Sport isotonic drinks will be available at the club’s training centers, and prominently on matchdays at Anfield.

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Liverpool's first home fixture of the campaign will take place on August 25 against Brentford. 

Lucozade, owned by Japanese drinks conglomerate Suntory, has a long-standing history with Liverpool, having first partnered with the club in 2010 on a three-year deal.

Speaking on the new partnership, Liverpool chief commercial officer Ben Latty stated: “We have developed ambitious commercial targets to attract the best brands that fit with Liverpool Football Club, and that can also help drive further success on the pitch. This partnership with Lucozade is a perfect example of that fit.”

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Other prominent partners of Liverpool include shirt sponsor Standard Chartered, and AXA, the club’s global training partner, which recently extended its deal for a further five years.

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Lucozade’s most prominent current partnership is with England and Real Madrid star Jude Bellingham, who the brand signed on as an ambassador in an estimated $3 million deal earlier in 2024.

Across the 2023-24 season, the brand also partnered with several high-profile clubs across the UK including Scottish giants Rangers, and Liverpool’s Merseyside rivals Everton, while other Premier League clubs Brentford and Sheffield United (now relegated) also signed on for the campaign.