RFU Kicks Off Deal With Lucozade and Maximuscle

The Rugby Football Union has announced a new partnership with consumer healthcare company GlaxoSmithKline Consumer Healthcare (GSK). The deal will run to 2016 and sees brands Lucozade Sport and Maximuscle, part of the Maxinutrition portfolio, partner with the Elite England Rugby Squads as Official Hydration and Sports Nutrition partners respectively. The deal represents the first collaboration between the two companies since the GSK acquisition of Maxinutrition in February 2011

@Hollis Sponsorship Bulletin