Tropicana, the Pepsico-owned fruit juice brand, has signed as the title sponsor for the Lawn Tennis Association British Tour. The tie-up will mean the event, which comprises 20 tournaments, will be renamed the Tropicana British Tour.
Newly appointed chief brand officer Ije Nwokorie will take over as CEO next year.
The direct-to-consumer flower business is reducing its marketing spend as it shifts its focus from growth to profitability, following £100m in operating losses last year.
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Lucozade has united its Energy and Sport offerings under one masterbrand in an attempt to increase brand equity while also creating huge efficiencies in its marketing spend.