Lucozade Sport launches £15m World Cup campaign

Lucozade Sport is backing its sponsorship of the England football team and ITV’s World Cup coverage with a £15m marketing campaign.

The Fuelling England’s Roar campaign is the biggest for Lucozade Sport to date, including digital and social media activity, as well as an iPhone app.

Consumers are being encouraged to buy Lucozade Sport, the official sports drink of the England team, with an on-pack promotion giving away England team shirts, flags and caps.

The campaign, created by Billington Cartmell, is based around texting promotional codes.

Outspoken Sunderland and England player Darren Bent is to play a part in the digital side of the campaign. He became famous for tweeting about his transfer from Tottenham Hotspur to Sunderland last year, criticising Spurs’ management for delays in the deal being done.

Matt McKie, Lucozade Sport brand manager, said the campaign would result in “increased consumer demand and a significant uplift in sales across the Lucozade Sport range”.

Lucozade Sport is one of two sponsors of ITV’s World Cup coverage, and the sponsorship package it has signed will give the brand exposure online, on mobile and on air. Hyundai is the other sponsor of ITV’s coverage of the month-long tournament, which kicks off on 11 July.

This stroy first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here