As Lucozade Sport launches its World Cup campaign with the England Lionesses team, The Drum caught up with head of marketing Claire Keaveny on how the sports drink is capitalising on its public sports program, tapping into culturally relevant moments and making its brand more sustainable.
As the “official sports drinks and hydration partner” of England’s women’s and men’s senior team, the brand’s sees the upcoming World Cup as among the biggest tests of its commitment to fitness.
“Our objective is to encourage more women to get into football,” Keaveny said on the ambitious partnership with the Lionesses. “We Read full story ›
Source: The Drum
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