Lucozade Sport signs agreement with Hashtag United

British brand soft drinks Lucozade Sport has announced its entry into the e-sports, joined forces with the English football club Hashtag United. The agreement will result in Lucozade Sport becoming a sponsor of the team and will also receive its logo on the club's FIFA 21 kit.

This is not the first time that Lucozade Sport has partnered with a club. In 2020, the beverage brand was named Hashtag United's Hydration Partner, and Lucozade Sport has sponsored all of the club's real-life soccer teams. The brand logo that emerged as part of FIFA 21 is driven by an expanding partnership between the two organizations.

Along with the Lucozade Sport logo appearing on Hashtag United's kits, brand ambassador Born Barikor will partner with the club's esports players to improve physical and mental performance on and off the virtual pitch.

According to the release, esports team Hashtag United will also be using the new sponsored kit throughout EA Sports FIFA Global Series 21.