Lucozade adds fizz to Powerleague

Powerleague, the five-a-side football centre operator, has struck a four-year sponsorship deal with energy drinks firm Lucozade as it kicks off a major expansion drive.

The "seven-figure" tie-up is understood to be Lucozade's first title sponsorship in football and will also lead to Paisley-based Powerleague rebranding its 40-odd centres under both names.

A number of joint initiatives will emerge from the agreement, including product distribution, "digital marketing opportunities" and a national tournament - the Lucozade Powerleague Cup.

Nigel Hargreaves, Powerleague's commercial director, said: "The Powerleague and Lucozade brands are associated with creating and supporting champions making Lucozade as title sponsors the perfect partner.

"We have ambitious expansion plans to grow our estate across the UK, Ireland and into Europe."

The company already has tie-ups with kit and shoe maker Nike and brewer Carlsberg.

Earlier this month, Powerleague announced plans to open its 45th site, next to Wembley Stadium, with completion set for the middle of April.

The firm, which began life 28 years ago on a tennis court in its home town, is owned by Patron Capital Partners.