Lucozade Sport enters esports with Hashtag United partnership

British soft drink brand Lucozade Sport has announced its entrance into esports by joining forces with English non-league football club Hashtag United.

The deal will see Lucozade Sport become the front-of-shirt sponsor for the club’s in-game kit in FIFA 21.

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Credit: Hashtag United

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This is not the first time that Lucozade Sport has collaborated with the club. In 2020, the drinks brand was named Hashtag United’s hydration partner, with Lucozade Sport sponsoring all of the club’s real-world football teams. The brand’s logo appearing within FIFA 21 is due to a partnership extension between the two entities.

Seb Carmichael-Brown, Commercial Director at Hashtag United, commented on the collaboration in a release: “We are absolutely delighted to be renewing our partnership with Lucozade Sport, who have been supporting the club both on and off the field for the past 12 months fantastically. To be able to celebrate our extension to the partnership by adding them to our esports kit in-game is a very special moment and we can’t wait to see our pro players and supporters alike sporting the kit and the Lucozade Sport logo in FIFA 21 for the rest of the season”

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Alongside the Lucozade Sport logo appearing on Hashtags’ in-game kit, brand ambassador Born Barikor will be collaborating with the club’s esports players to improve physical and mental performance on and off the virtual pitch.

According to the release, Hashtag United’s esports team will also be using the newly sponsored kit throughout the EA Sports FIFA Global Series 21.

Matthew Riches, Head of Partnerships at Lucozade Sport, also spoke on the deal: “At Lucozade Sport, we support football from grassroots to elite levels, and Hashtag United is a clear example of that. We are delighted to make our first step into the esports arena with a huge player like Hashtag United and look forward to seeing the new kit being worn in-game on grand stages like the FIFA Global Series.”

Esports Insider says: As one of the most recognisable drinks brands in the UK, joining forces with one of the most popular football clubs inside arguably the largest sports simulation title, is a great way for Lucozade Sport to enter into the esports scene. The signing of another well-known brand is also a positive for Hashtag United, with the club continuing to expand its presence within the industry.

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