THE HUNDRED FRANCHISE BIRMINGHAM Phoenix is delighted to announce a new partnership with Lucozade, which sees the iconic sports drink brand become the club’s Official Sports Drink and Hydration Partner.
As part of the partnership, the Lucozade logo will feature on the sleeve of both Birmingham Phoenix’s men’s and women’s teams, providing prominent visibility throughout The Hundred. Lucozade will also benefit from in-bowl advertising at Edgbaston Stadium during Birmingham Phoenix fixtures and will supply products to support player hydration and performance across the competition.
Adding further significance to the collaboration is Lucozade’s long-term relationship with Jude Bellingham, one of world football’s biggest stars and a proud Birmingham Phoenix co-owner and investor. The partnership creates a natural connection between two brands associated with one of Birmingham’s most celebrated sporting figures.
Ben Seifas, head of Commercial Partnerships at Birmingham Phoenix, said: “We’re thrilled to welcome Lucozade to the Birmingham Phoenix family as our Official Sports Drink and Hydration Partner. To secure a brand of Lucozade’s stature is a significant milestone for us, and we’re particularly proud to be the brand’s first partner in The Hundred.
“Performance and preparation are central to everything we do, and Lucozade’s expertise in hydration and supporting elite athletes makes them a perfect fit. The connection through Jude Bellingham adds another exciting dimension to the partnership and demonstrates the growing appeal of Birmingham Phoenix to leading global brands.”
The partnership will launch ahead of the upcoming season of The Hundred, with Lucozade branding appearing on the sleeve of Birmingham Phoenix’s Men’s and Women’s shirts and throughout the fan experience at Edgbaston.
