In 1998 Lara Croft began a huge sponsorship with Lucozade, a name of a popular series of Energy and Sports drinks.

The original Lucozade, now called Lucozade Energy, is an energy drink containing glucose syrup and is produced by GlaxoSmithKline plc in Gloucestershire.

The company featured a lot of TV commercials starring Lara in her adventures.

In 2001 when Lara's first major blockbuster Lara Croft: Tomb Raider starring Angelina Jolie was released Lucozade changed their original name from Lucozade to Larazade.