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UK: GSK secures Formula One Lucozade deal

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GlaxoSmithKline (GSK) has signed a five-year partnership deal with Vodafone McLaren Mercedes' Formula One team for its Lucozade sports brand.

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The deal, announced today (23 September), will include Lucozade branding on the McLaren Mercedes racing cars, in addition to branding on team drivers Jenson Button and Lewis Hamilton's overalls. No financial details of the deal were disclosed.

"We are delighted to be working with the world's leading Formula One team and expect this to reflect positively with forthcoming sales,' said Lucozade's brand director, Suzy Smith.

Last year, GSK signed partnership deals with both Arsenal and Liverpool Football Clubs in the UK for Lucozade Sport, a week after tying up a sponsorship agreement with Chelsea FC for the brand.

Diageo's Johnnie Walker Scotch whisky brand is also a sponsor of the McLaren Mercedes team.


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