GSK, a Tier Three London 2012 sponsor, make Lucozade and Maximuscle among other brands, and their partnership with the Rugby Football Union (RFU) will run through to and beyond the 2015 World Cup, being hosted by England.

The deal also sees GSK commit itself to helping grass roots rugby.

RFU commercial chief Sophie Goldschmidt said: "Lucozade Sport and Maximuscle are leaders in their field and are highly respected within the industry.

"This partnership will benefit all levels of the RFU's elite game, providing products and tailored nutritional expertise to England's squads."

The deal sees, albeit in only a small way, a return to positive headlines for rugby in England after the horror show at the World Cup last year, where the team's quarter-final exit was marred by a string of controversial off-field incidents, both of which contributed to the departure of coach Martin Johnson.

Chief executive John Steele also left the RFU, to be replaced by former Wimbledon chief executive Ian Ritchie.

GSK's Peter Harding added: "It's a promising time for not only the senior England team but English rugby as a whole.

"GSK are positive that our significant experience in delivering outstanding sports nutrition will help the team maximise its potential, starting with the RBS Six Nations."

The Six Nations gets underway on February 4 when England face Scotland and France take on Italy.

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