Lucozade is sponsoring the 10th season of Big Brother. The sponsorship, which covers the main show on Channel 4 as well as the E4 spin-off shows, is supported by a £12m marketing campaign. Brand owner GlaxoSmithKline expects the activity to drive "significant sales" for the drink over the key summer sales period.

According to AC Nielsen, Lucozade Energy is worth £223m and has a 32% share of the sports and energy market.

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