The sponsorship deal on ITV.com, secured by MediaCom, will give the drinks brand exclusive ownership of all inventories on the site's boat race channel, including permanent banner and skyscraper ads.
There will also be a 30 second, last-in-break network TV spot running before the show starts.
This is the first time footage of the race, to be held on Saturday 7 April, will be available online via itv.com.
The Lucozade TV ad will also be running online at ITV.com. ITV will be directing traffic to the site from the main TV channel.
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