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Fri 19th Aug 2022
Brownlee brothers join Maxifuel and Lucozade
Posted by: Press Releases
Posted on: Wednesday 17th April 2013

Tags  Alistair Brownlee  |  Brownlee Brothers  |  GSK  |  Jonathan Brownlee  |  Lucozade  |  Maxifuel

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GlaxoSmithKline (GSK) has agreed a partnership deal with the Brownlee brothers that will see its Lucozade and Maxifuel brands supporting the brothers' hydration and nutrition needs.

Maxifuel, which is part of Maxinutrition group, will provide the brothers with individually-tailored nutritional support to complement their lifestyle, training and competition cycles in the build-up to the Rio 2016 Olympic Games.

The Lucozade Sport team will support Alistair and Jonathan with Lucozade Sport Elite, GSK's specialist hydration range. Designed to meet the needs of serious sports people who require more fuel in training or competition, Lucozade Sport Elite is a scientifically tested sports drink which can enhance endurance performance by up to 8% compared to using glucose-only sports drinks. Lucozade Sport Elite is proven to:

  • FUEL: its dual carbohydrate blend (2:1 glucose & fructose) maximizes the rates at which fuel can be absorbed, delivering up to 90grams of carbohydrate per hour to the bloodstream.
  • HYDRATE: providing additional electrolytes to replace those lost through sweat.
  • CONCENTRATION: providing the right level of caffeine to boost mental alertness and focus.

Following the Olympic podium performance of Alistair and Jonathan who took gold and bronze, respectively, at London 2012, the new long term deal will support their performance in the run up to Rio 2016.

Alistair says: "With endurance sports such as Triathlon, nutrition is key and can really alter the outcome of a race. Jonny and I have had our fair share of incidents when we have pushed our bodies to extreme exhaustion. It is great to be supported by experts like Maxifuel and Lucozade Sport who will help ensure that we are race ready."

Jonathan says: "Triathlon demands a lot from the body both in competition and in training. When we are out training in the Yorkshire Dales for hours at a time the sports nutrition that Maxifuel and Lucozade Sport provide is essential to keep us going, especially when Alistair gets us lost."

The new partnership comes ahead of the 2013 ITU Triathlon World Championship, previously won by Alistair in 2009 and 2011, while Jonathan won the title in 2012. The brothers will battle it out for the title with the second race of the series taking place in San Diego in April.

Charles Leslie, Marketing Director of Functional Beverages at GSK Nutrition says: "The Lucozade Sport Elite range has been developed to support top athletes in their everyday performance requirements in training and competition, ensuring they have the right fuel, hydration and focus to perform at the highest standard. The Brownlee brothers are no strangers to a tough challenge, we look forward to working with them to ensure that they are in the best condition possible as they take to the start line."

Mark Morgan, Maxifuel Senior Sponsorship & PR Manager says: "We are excited to be working with two such incredible athletes and are sure that our products and expert nutritionists will be able to support their performances in the build-up to their next big challenge."

For more information on Maxifuel and its sports nutrition range please visit

More information on Lucozade Sport Elite please visit

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