Lucozade has announced that it is ending its sponsorship of the Premier League as the brand ‘shifts its focus’.
The drinks brand has been official energy drink suppliers since the League started in 1992, but has said that stepping down from this role will help them invest more on research.
A spokesperson said: “We are shifting our focus to develop more advanced products that better support the needs of athletes across the UK.”
The brand will continue to be a partner of The Football Association, as it signed a four-year extension to the deal last year.