Lucozade has overhauled its creative agency structure by handing its masterbrand account to sports marketing specialist Dark Horses, marking a strategic shift as the iconic drinks brand prepares to celebrate its 100th anniversary.

Meanwhile, More About Advertising news platform  in its report revealed that the appointment ends a seven-year partnership with Adam & Eve, which managed the account under DDB before its transition to TBWA.

However, we Are Social will retain responsibility for Lucozade’s social media business, ensuring continuity across the brand’s digital engagement efforts.

Aside this, this latest move underscores Lucozade’s determination to strengthen its position in the highly competitive sports drinks market.

Moreover, rather than maintaining its previous agency arrangement, the brand has opted for a partner with deeper expertise in sports culture, fan communities and athlete-led storytelling, signalling a renewed commitment to building stronger emotional connections with consumers.

Furthermore, the decision reflects the brand’s ambition to sharpen its competitive edge as rival sports beverage brands continue to intensify their marketing investments through major global sporting events and athlete partnerships.

So, over the past few years, Lucozade has consistently reinforced its sporting credentials, most notably through its association with England football star Jude Bellingham, whose carefully selected commercial partnerships have elevated the brand’s visibility among younger audiences and football enthusiasts.

Also, the  company has also supported high-profile activations around Bellingham, including a striking brand takeover of London’s BFI IMAX executed by activation agency ZEAL during the FIFA World Cup, further demonstrating its commitment to immersive consumer experiences.

As the centenary milestone approaches, Lucozade appears focused on building a more culturally relevant brand platform capable of sustaining long-term consumer engagement while reinforcing its heritage.

Commenting on the appointment, Lucozade Brand Director, Adrian O’Brien, said the company was confident that Dark Horses possesses the insight required to connect with today’s sports and lifestyle audiences while preserving the legacy that has defined the brand for nearly a century.

According to him, the agency’s creative direction aligns with Lucozade’s long-term vision and will help position the brand for sustained relevance beyond its centenary celebrations.

Similarly, Head of Dark Horses, Mark Arkell, described the appointment as both an honour and a significant responsibility, noting that Lucozade occupies a unique place in the lives of generations of consumers.

He explained that the brand’s rich heritage, enduring consumer affection and cultural significance present an exciting opportunity to shape its next phase of growth while respecting the legacy that has made it one of Britain’s most recognisable beverage brands.

With the new partnership now in place, Lucozade is expected to intensify its sports-focused campaigns, expand fan engagement initiatives and strengthen its presence across key cultural and sporting moments as it enters its landmark centenary year.