Magazine article Marketing

Lucozade Sport Signs Wilkinson for Ad Deal

Magazine article Marketing

Lucozade Sport Signs Wilkinson for Ad Deal

Article excerpt

Jonny Wilkinson MBE, who is fast-emerging as one of England's greatest ever rugby players, has agreed a deal with Lucozade Sport to star in its advertising.

The 23-year-old fly half will join England and Liverpool footballer Michael Owen as a top tier spokesman for the fast-growing brand.

GlaxoSmithKline, maker of Lucozade, has signed a three-year deal with Wilkinson, who is set to become one of the stars of the Rugby World Cup in Australia in October.

'It is a bit of a coup because England could potentially win that competition,' said Peter Harding, marketing director of GSK Healthcare.

Wilkinson will be central to a campaign being developed by Lucozade Sport's new advertising agency M&C Saatchi (Marketing, January 9) and a series of rugby-based promotions in the run-up to the Rugby World Cup.

The contract also commits Wilkinson to working closely with Lucozade Sport's sport science research and development programme.

'Lucozade Sport is already a vital part of my preparation, participation and recovery routines,' Wilkinson said. …

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