Jude Bellingham is ready to Bring the Energy with Lucozade in new multi-year deal
Lucozade has today announced England footballer Jude Bellingham as its newest athlete in an exciting new multi-year partnership. He also plays a starring role in the brand's latest Bring the Energy TV ad which airs today.
The signing comes ahead of a big couple of months for the 20-year-old midfielder who will be pivotal for the England national team this summer. The new relationship with Jude Bellingham builds on Lucozade’s long-term partnership with the England senior men’s and women’s football teams as the sports drink has supported the national team for the last 17 years.
If you’ve played sport at any level in the UK, you know that Lucozade Sport is the go-to drink associated with sporting performance. My brother and I used to watch our dad play football and I always remember him having one in his hand. So to now be working with such an iconic brand is massive for me - I’m looking forward to Bringing the Energy with them this summer and beyond!
The brand has a long history of working with generational sporting talent, and teams, who transcend their field. Jude joins the brand’s current family of athletes including two-time world heavyweight boxing champion Anthony Joshua, and dynamic England rugby fly-half Marcus Smith.
Jude embodies what we’re all about at Lucozade so this is a massive moment for our brand. He epitomises our Bring the Energy campaign and we know he’s going to take it to the next level. The next few months for Jude and the England team are going to be huge and we’re excited to be with him every step of the way.
The announcement comes alongside the launch of the brand’s new TV ad, live today, in which Jude plays a starring role.
The ‘Football x Renovators’ ad features group of friends ready to have a kick about on their local pitch, only to find it's in the middle of being renovated by a group of volunteers installing an artistic mural. The two groups engage in a high-skilled match, showcasing their ability and passion on the pitch. The ad is an extension of the new campaign that launched with a group of Basketballers and Northern Soulers that ‘Bring the Energy’ to their local sports hall.
The scenes were intricately choreographed by former professional footballer Pep Centaño from Film Sport and awarded choreographer Supple Nam, ensuring perfect synergy between football skills and those of the renovators. The choreography highlights Jude’s outstanding football talent, showing how he runs with pace and identifies the perfect pass. Jude’s presence and infectious energy on the pitch is the perfect embodiment of Lucozade, showing how it brings out the best in everyday people, whatever their passion.
The music is a British re-recording of the American track ‘Roll Call’, reflecting Lucozade’s iconic British heritage. Footballers were also street casted, ensuring authenticity and showcasing new talent.
Our new platform ‘Bring the Energy’ is all about powering people to bring their all to the things they care about and we couldn’t think of anyone better to express this than Jude Bellingham. He is a generational talent and an extremely grounded athlete with an extraordinary determination to express himself and leave it all on the pitch. Lucozade has been fuelling Jude as an athlete for many years throughout his professional career with the England and we couldn’t be more excited for everyone to watch him in action in our new campaign.
The spot is the second film to debut Lucozade’s ‘Bring the Energy’ campaign – a major new brand platform and rallying call that shows how Lucozade helps people to rise to the challenge and to move with energy in the moments that matter to them. Launched in April, the platform marks the brand’s biggest launch in its 97-year history. The TV advert will air across screens from today with spots secured during the UEFA Champions League Final and key football fixtures across a big summer of sport.
