England sponsor Lucozade will avoid having a brand presence at the FIFA World Cup in Qatar. Lucozade is a partner of England, rather than FIFA or the tournament itself, and has chosen to remove its branding at “press conferences, training sessions, and pitches”. It is understood that it is a matter for England partners how they activate their sponsorship of the England team in Qatar. A statement from the drinks company to The Athletic read: “Lucozade Sport is a proud long-term sponsor of the England team, but we are not an official FIFA World Cup partner. We continue to support all England teams, who celebrate diversity, equity and inclusion. “While the England team have access to our drinks for hydration purposes we will not have a brand presence at press conferences, training sessions or on pitches.” Other brands have also attempted to minimise their presence at the tournament. For example, Hummel, Denmark’s kit manufacturer, “toned down” its logo and design on the team’s World Cup kits because it does not want to endorse Qatar, the host nation.
